The concept of online customer service experience (OCSE) has recently received great interest from academia and businesses alike. Despite the belief that providing superb online experiences will influence customers' behaviour, most of the research focuses solely on the customer perspective rather than the firm's strategic viewpoint. This study investigates current strategies of retail banking service, developing a much-needed typology of such practices. Based on in-depth interviews with senior executives, using the Emerging Consensus Technique (ECT) method, we explore firms offering more and more sophisticated online tools to compete for contemporary, digitalized customers. We propose a typology of online channel strategies and management based on five dimensions: (1) key objectives; (2) business processes; (3) benefits; (4) integration; and (5) outlook. Three emerging categories differentiate strategies and practice into introducers, converters and integrators. We highlight current and future roles of online channels, social media and their strategic implications for the financial services sector.
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Klaus et al. (2013) studied this question.
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