PHENOMENOLOGICAL STUDY OF BANKING AND FINANCIAL SERVICE PROVISION
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Abstract
This study examines the lived experience from a phenomenological perspective, with the aim of verifying the role exchange performed by customers of banking and financial services in the co-production process when making investment decisions. Primary information was collected and analysed using the phenomenological method, supported by relevant bibliographic research, to identify themes that capture the essence of the participants' experiences. Two superordinate themes were identified: care and responsibility for money, and trust in the financial analyst. Two gravitational themes emerged around these: the desire to co-produce and the perception of delegation mixed with self-blame. Phenomenologically, it was concluded that the exchange of roles during the studied interface is a vector for value creation, considering how the subjects perceived control and participation in the provision of financial services, and the high level of significance of this co-production — since it involves money — combined with the perception of self-blame.
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Copyright (c). Conjuncture Bulletin (BOCA)
This work is licensed under a Creative Commons Attribution 4.0 International License.
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