Tauh Ramya, Basri Savitha
Manipal School of Commerce and Economics, Manipal Academy of Higher Education, Manipal, Karnataka, 576104, India.
Manipal Academy of Banking, Manipal Academy of Higher Education, Bangalore, Karnataka, 560064, India.
F1000Res. 2025 Feb 26;14:235. doi: 10.12688/f1000research.161114.1. eCollection 2025.
The dynamic nature of consumer behavior and the complex design of banking services make digital banking interactions challenging. Automated systems/responses lack a personal touch and may lead to miscommunication creating further difficulty in retaining customers. Hence, a co-creating interaction and interactional value formation (IVF) becomes a necessity for banks to have meaningful and experiential customer interactions. This article adds to the limited body of banking literature by explaining the precursors that influence IVF in digital banking interactions.
442 digitally active banking customers of private, public, and small finance banks were selected from the Karnataka region to assess the relationship of precursors with IVF. A quantitative approach was adopted through a survey questionnaire to gather the responses. The data gathered was analyzed using SmartPLS 4.0 software.
Knowledge has the most significant relationship with IVF. Customers perceive the seeking and sharing of information as the most critical for a co-creating interaction. Relationship quality moderately influences value formation in digital interactions; however, communication was not found to have a relationship with co-creation.
The study will help bank managers and employees align their resources to develop knowledge and relationship aspects in their digital interactions to foster co-creation. Banks must move beyond frequent, generic updates or promotional messages that may overwhelm customers. Instead, they should adopt a more tailored approach, emphasizing relevance and value in their interactions to avoid perceptions of intrusion or inefficiency.
消费者行为的动态特性以及银行服务的复杂设计使得数字银行交互颇具挑战性。自动化系统/回复缺乏人情味，可能导致沟通不畅，给客户留存带来更多困难。因此，共同创造交互和交互价值形成（IVF）对于银行开展有意义的、体验式的客户交互而言成为必要。本文通过解释影响数字银行交互中IVF的先行因素，丰富了有限的银行文献。
从卡纳塔克邦地区选取了442名活跃的数字银行客户，这些客户来自私营银行、公共银行和小型金融银行，以评估先行因素与IVF之间的关系。通过调查问卷采用定量方法收集回复。使用SmartPLS 4.0软件对收集到的数据进行分析。
知识与IVF的关系最为显著。客户认为寻求和分享信息对于共同创造交互最为关键。关系质量对数字交互中的价值形成有适度影响；然而，未发现沟通与共同创造有关系。
该研究将帮助银行经理和员工调整资源，在数字交互中发展知识和关系方面，以促进共同创造。银行必须超越频繁的、通用的更新或促销信息，这些可能会让客户应接不暇。相反，它们应采用更具针对性的方法，在交互中强调相关性和价值，以避免给人造成侵扰或低效的感觉。
