Digital Customer Experiences: A Multiple Case Study Approach of Malaysia Financial Institutions

This study presents evidence on the initiatives and transformation model in Malaysia Financial Institutions. Offers a case analysis of Digital Transformation (DT) from a financial institution’s perspective and considers the annual reports of eight local banks published by Bursa Malaysia (Malaysian Stock Exchange) that define their digital customer experience plans. The study applies qualitative analysis, purposive sampling, and case analysis using a text-mining method to the annual reports. In assessing the initiatives, customers emphasize the bank practices focusing on understanding and delivering value-in-use.