Digital Service Process Innovation in myBCA: A SWOT-Based Analysis for Strengthening Mobile Banking Competitiveness
Keywords:
process innovation, digital service innovation, mobile banking, SWOT, MyBCAAbstract
This study examines myBCA as a case of digital service process innovation rather than merely as a mobile banking product or promotional object. The study adopts a qualitative descriptive case-study design based on document analysis and applies SWOT, Internal Factor Evaluation (IFE), and External Factor Evaluation (EFE) as structured strategic diagnostic tools. In response to concerns about methodological transparency in SWOT-based studies, the revised analysis clarifies the source materials, factor-identification procedure, coding logic, weighting criteria, rating criteria, and interpretive boundaries of the IFE and EFE scores. The findings indicate that myBCA’s process-innovation strengths are mainly associated with transaction convenience, service integration, QRIS functionality, cardless features, BI-FAST access, multi-account management, e-statements, and investment-service integration. The main weaknesses relate to digital-security vulnerability, occasional system instability, limited integration with certain financial functions, transaction limits, interface issues, and authentication design. Externally, the expansion of digital banking channels, API-based collaboration, fintech partnerships, customer growth, and increasing acceptance of mobile banking provide important opportunities, while cybercrime, feature competition, competing financial applications, and rising expectations for seamless digital services remain salient threats. The weighted diagnostic results indicate an IFE score of 3.58 and an EFE score of 3.90, placing myBCA in Quadrant I of the SWOT matrix. This position suggests that myBCA has a favourable strategic basis for an aggressive but carefully governed process-innovation agenda. The study contributes by reframing mobile banking competitiveness as a function of service-process quality, journey coherence, security, integration, and continuous redesign. Because the study relies on document-based evidence, its conclusions should be interpreted as strategic propositions rather than causal claims about loyalty, satisfaction, or usage intensity.
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