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dc.contributor.authorHaapio, Hannele
dc.contributor.authorKarjaluoto, Heikki
dc.contributor.authorMero, Joel
dc.contributor.editorPucihar, Andreja
dc.contributor.editorKljajic Borstnar, Mirjana
dc.contributor.editorBons, Roger
dc.contributor.editorSeitz, Juergen
dc.contributor.editorCripps, Helen
dc.contributor.editorVidmar, Doroteja
dc.date.accessioned2019-08-23T10:55:22Z
dc.date.available2019-08-23T10:55:22Z
dc.date.issued2019
dc.identifier.citationHaapio, H., Karjaluoto, H., & Mero, J. (2019). Antecedents of Market Orientation in The Banking Sector During Its Digital Transformation. In A. Pucihar, M. Kljajic Borstnar, R. Bons, J. Seitz, H. Cripps, & D. Vidmar (Eds.), <i>32nd Bled eConference : Humanizing Technology for a Sustainable Society</i> (pp. 289-305). University of Maribor. <a href="https://doi.org/10.18690/978-961-286-280-0.16" target="_blank">https://doi.org/10.18690/978-961-286-280-0.16</a>
dc.identifier.otherCONVID_32107379
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/65286
dc.description.abstractFirms are under increasing pressure to remain relevant for their customers and need to rethink how to remain market-oriented in the digital age. This is evident in the banking sector where the traditional banks are gradually being challenged by digital native competitors and growing customer demands. Consequently, this study examines what it takes to be market oriented in the banking sector at the age of increasing digitalization. Specifically, we focus on developing the theory on the antecedents of MO and examine how banks can regain market orientation under changing market conditions. Although Market Orientation (MO) has been a widely studied concept that has been applied in numerous different contexts, the role of digitalization as the transformer of MO is not well understood. The main findings of this study indicate market orientation at the digital age is manifested as the firm’s ability to offer seamless and valuable customer experience across all service channels. Realizing this ideal necessitates a low organizational structure, managerial understanding of data and technology usage, interdepartmental management of external partnerships, as well as a managerial mindset that is genuinely concerned about customer needs.en
dc.format.extent1244
dc.format.mimetypeapplication/pdf
dc.languageeng
dc.language.isoeng
dc.publisherUniversity of Maribor
dc.relation.ispartof32nd Bled eConference : Humanizing Technology for a Sustainable Society
dc.relation.urihttp://press.um.si/index.php/ump/catalog/book/418
dc.rightsCC BY 3.0
dc.subject.othermarket orientation
dc.subject.otherdigital transformation
dc.subject.otherretail banking
dc.subject.othertouchpoints
dc.subject.otherbanking sector
dc.titleAntecedents of Market Orientation in The Banking Sector During Its Digital Transformation
dc.typeconferenceObject
dc.identifier.urnURN:NBN:fi:jyu-201908233887
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineBasic or discovery scholarshipfi
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineBasic or discovery scholarshipen
dc.contributor.oppiaineMarketingen
dc.type.urihttp://purl.org/eprint/type/ConferencePaper
dc.relation.isbn978-961-286-280-0
dc.description.reviewstatuspeerReviewed
dc.format.pagerange289-305
dc.type.versionpublishedVersion
dc.rights.copyright© The Author, 2019.
dc.rights.accesslevelopenAccessfi
dc.relation.conferenceBled eConference
dc.subject.ysopankkipalvelut
dc.subject.ysopankkiala
dc.subject.ysodigitalisaatio
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p3010
jyx.subject.urihttp://www.yso.fi/onto/yso/p15487
jyx.subject.urihttp://www.yso.fi/onto/yso/p8692
dc.rights.urlhttps://creativecommons.org/licenses/by/3.0/
dc.relation.doi10.18690/978-961-286-280-0.16


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