Transforming Customer Engagement Through Banking Super Apps: The Mediating Role Of Customer Ecosystem Innovation In Value Integration

Abstract

Research on customer ecosystems arising from the digitization in banking sectors remains scarce, despite banks actively building super apps to enhance their ecosystem capabilities in transforming customer engagement. This research looks how customer ecosystem innovation effectively mediates the interactions of multi-dimensions of value integration to question the existing path of integration directly to customer engagement. This study utilizes the three core changes framework in value creation sphere, value creation ecosystem, and process integration established by Lähteenmäki et al. (2022) to provide a novel perspective on value-driven approaches and their application within ecosystems. This enables an advanced method utilizing a quantitative approach to challlenge the previously applied qualitative method. Structural equation modeling (SEM) conducted on data from 400 app users in Indonesia indicated that hedonic and social values are the principal predictors of engagement, surpassing the previously emphasized utilitarian value. The results highlight the crucial importance of customer ecosystem in transforming these ideals into substantial customer engagement inside the financial digitalization. The study contributes to the growing body of literature on ecosystem-based business models, offering strategic insights for utilizing banking super apps, particularly in emerging markets. The findings offer advanced actionable ways for banks to integrate customer-centric and partner-driven innovations into their ecosystem capability. Future research may explore the scalability of this framework across different industries, technologies, and cultural contexts.