Digitalization-enabled evolution of customer value creation: An executive view in financial services

Ilkka Lähteenmäki, Satu Nätti, Saila Saraniemi

Research output: Contribution to journalArticleScientificpeer-review

22 Citations (Scopus)


Digitalization and related transformation in services is disrupting existing businesses and changing the positions and roles of incumbent and new players in the industry, as well as customers. This study aims to create an understanding of how digitalization has driven change in customer value creation, and how companies can enhance customers’ digital value creation in the present situation. For this purpose, we conduct a qualitative inquiry and use inductive logic with rich data from the represented industry – the financial sector – which enables us to detect the evolution of value creation during the last thirty years from an executive perspective. Our contribution is based on defining change processes involved in the evolution of customer value creation due to digitalization and revealing its microfoundations.

Original languageEnglish
Peer-reviewed scientific journalJournal of Business Research
Pages (from-to)504-517
Number of pages14
Publication statusPublished - 06.04.2022
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • Value creation
  • Microfoundations
  • Financial technology
  • FinTech

Areas of Strength and Areas of High Potential (AoS and AoHP)

  • AoS: Competition economics and service strategy - Service and customer-oriented management


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