Time: 8: 45 – 10: 15 (JST), February 6, 2024.

Location: R205, Education & Research Building No. 8, Muroran Institute of Technology, 27-1 Mizumoto-cho, Muroran, Hokkaido, 0508585 Japan.


IEEE Muroran Institute of Technology Student Branch

IEEE Sapporo Section Young Professionals (YP)

Emerging Networks and Systems Laboratory (ENeS), Muroran Institute of Technology

Topic: Using Mixed Method to Understand Customer Experience with Digital Banking Services

Speaker: Jiunn-Woei Lian, Professor, National Taichung University of Science and Technology, Taiwan


Our study attempts 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.


Jiunn-Woei Lian is a Professor at the Department of Information Management, National Taichung University of Science and Technology, Taiwan. He earned his Ph.D. in Information Management from National Central University, Taiwan. His research focus is on electronic commerce, electronic business, and the application of information systems in organizations. Dr. Lian’s research has been featured in various eminent publications, including the International Journal of Information Management, Decision Support Systems, Computers in Human Behavior, Journal of Global Information Management, and the Journal of Organizational Computing and Electronic Commerce, to name a few. Finally, Professor Lian is also listed on the World’s Top 2% Scientists (Stanford University).


Emerging Networks and Systems Laboratory (ENeS)

Email: [email protected]