Digital Transformation in Corporate Banking: Toward a Blended Service Model

Author:

Lóska Gergely1,Uotila Juha2

Affiliation:

1. K&H Bank, Budapest, Hungary

2. The University of Warwick, Coventry, UK

Abstract

Digital technologies challenge incumbent firms to rethink their established approaches to customer relationships. This article examines how a corporate bank reconfigured its relationship-oriented business model to benefit from digital transformation. The case analysis reveals a gradual transition toward a blended service model that first replaces, then complements, and finally augments physical with digital in increasingly complex customer interactions. While replacing and complementing human-enabled services with digital offerings are necessary steps of the digital transition, the associated competitive advantages are perceived as unlikely to endure. In contrast, augmenting human-enabled services with sophisticated digital technologies holds the potential for sustainable competitive advantage.

Publisher

SAGE Publications

Subject

Strategy and Management

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