Understanding a Transformation Process from Product-Centric to Customer-Centric Services in a Financial Institution - A Work System Perspective

摘要: This research aims to contribute building an increased understanding of the strategic, business, cultural as well other changes in organisation’s transition process from product-centric customer-centric services. paper offers exploratory case study conducted a complex financial organisation context their customer-facing The is examined through theoretical lens Work System Theory (WST), following argument previously made by researchers that service systems could be seen work systems. holistic theory enabled capture three key phases snapshots and show manner which transitions occurred one phase another. More importantly, WST in-depth unfolding interplay strategy, customers, products services, processes, people, information technology, tracing challenges success factors.