Learning in a Disruptive Customer Engagement Platform: An Empirical Analysis in the Banking Industry

36 Pages Posted: 8 Sep 2016 Last revised: 19 Jan 2018

See all articles by Ajit Sharma

Ajit Sharma

Wayne State University - Mike Ilitch School of Business; Carnegie Mellon University - David A. Tepper School of Business; Ross School of Business

Yan Huang

Carnegie Mellon University - David A. Tepper School of Business

Mayuram S. Krishnan

University of Michigan, Stephen M. Ross School of Business

Date Written: July 1, 2016

Abstract

The shift in enterprise applications to disruptive mobile platforms calls for research to better understand the mechanisms and factors behind success in these new platforms. In this paper, we empirically study the learning dynamics of sales officers and factors associated with business value, measured as account-opening efficiency in a tablet-based banking application at a large private bank in an emerging market. Our model allows us to study individual learning patterns, and our results show that although high performers in the traditional systems continue to maintain their edge in the new mobile platform, the gap between high and low performers is reduced significantly over time. Our results also reveal that customers’ awareness of the tablet banking service, their digital literacy, and external environmental factors such as mobile infrastructure and market maturity can affect sales officers’ account-opening performance in the tablet-based system.

Suggested Citation

Sharma, Ajit and Huang, Yan and Krishnan, Mayuram S., Learning in a Disruptive Customer Engagement Platform: An Empirical Analysis in the Banking Industry (July 1, 2016). Ross School of Business Paper No. 1331, Available at SSRN: https://ssrn.com/abstract=2835753 or http://dx.doi.org/10.2139/ssrn.2835753

Ajit Sharma (Contact Author)

Wayne State University - Mike Ilitch School of Business

5201 Cass Avenue
Detroit, MI 48202

Carnegie Mellon University - David A. Tepper School of Business ( email )

5000 Forbes Avenue
Pittsburgh, PA 15213-3890
United States

Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States

Yan Huang

Carnegie Mellon University - David A. Tepper School of Business ( email )

5000 Forbes Avenue
Pittsburgh, PA 15213-3890
United States

Mayuram S. Krishnan

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States
734-763-6749 (Phone)

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