Investigating the Links between the Use of Internet, Value Co-Creation and Customer Satisfaction in the Banking Sector

Purpose: Because of the 2007’s financial crisis, the necessity of banks of (re)-building a strong dialogue with customers and improve their satisfaction is particularly felt. Marketing scholars respond to this challenge by encouraging value co-creation initiatives. The aim of this paper is to analyse the role of Internet banking in stimulating value co-creation processes and the consequent effects on customer satisfaction. Methodology: Based on a literature review on Internet banking, value co-creation and customer satisfaction in the banking sector, the links between these variables are theoretically outlined and it is constructed an empirical model able to test them. The model is validated through a factorial analysis. Findings: The results show how, by leveraging digital channels, real-time interactions and advanced advisory services can be implemented in order to stimulate clients to participate in the process and meet their own needs, thus affecting their satisfaction. Practical implication: To practitioners, the study provides suggestions how to improve customer satisfaction by offering opportunities for clients to access services and products through Internet Technologies and encouraging them to be increasingly active in the co-creation process. Originality and value: Although the literature on banking management is prolific of studies on Internet banking, value co-creation and customer satisfaction, these dimensions are often studied separately. This work provides a first useful input to investigate the links between these dimensions and to test them with an empirical analysis.