Using Mixed Method to Understand Customer Experience With Digital Banking Services: Comparisons Between South Korea and Philippines

The purpose of this study is to employ a novel mixed method to better understand the differences in the customer service experience of the digital banking services in South Korea and the Philippines. Data mining techniques and customer journey mapping analysis were utilized to understand the proposed issues. The results indicate that there are four critical significant points of digital banking services between South Korea and the Philippines including the number of touchpoints, speed of results, registration requirements, and touchpoint deviations. Potential causes and implications are discussed in this article. The contribution of this study is using mixed approach to understand the issues which related to bank marketing in the digital era. Additionally, this study also enriches the investigations of customer service experience in banking across different countries. Overall, the findings of this study benefit the development of digital banking services, especially in the Asia Pacific countries.