Gaining user confidence in banking industry's quest for digital transformation: a product-service system management perspective

PurposeThe emergence of digital transformation in the banking industry gives rise to the challenges of adopting technology and boosting users' confidence in the process. This study mainly explores the roles of operant resources and consumption values in the user's consumption process concerning the fintech-embedded product-service system (FPSS) that provides technologically advanced financial services in South Korea.Design/methodology/approachThis study examines the research model based on users' perceived quality, assessment and recommendation of FPSS. In addition, grounded in the resource-based view (RBV) and consumption value theory (CVT), an extended model is developed to understand the impact of user consumption value on FPSS design. The research model includes both product-service system (PSS) characteristics, i.e. quality and assessment, and user-specific characteristics, i.e. conditional, utilitarian and social values (collectively referred to as user consumption value).FindingsThis study finds that information, service and security quality positively affect users' confidence through positive assessment and recommendation intention. All the elements of user consumption value play a positive role in the FPSS user confidence model. In addition, the impact of operant resources on the overall service assessment is further investigated based on the interest of user's service engagement. Notable findings include users that highly engage in FPSS services return higher service assessment when social value, information quality and service quality increase.Originality/valueOverall, this study provides academic and managerial guidelines for the strategic design of fintech-embedded banking services by considering the roles of PSS and user-specific characteristics in fostering sustainable competitive advantage.