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 investigates digital service process innovation in myBCA by reframing the application not merely as a banking product to be promoted, but as a continuously evolving service system whose competitiveness depends on process quality, integration, security, and user experience. The study adopts a qualitative descriptive case-study approach based on document analysis. Internal and external strategic factors were identified from the original manuscript, service-feature descriptions, company publications, and prior literature, and were subsequently organised through Internal Factor Evaluation and External Factor Evaluation matrices. The findings indicate that myBCA’s principal strengths lie in transaction convenience, service integration, QRIS functionality, cardless features, BI-FAST access, multi-account management, and investment-service integration. Its primary weaknesses concern security vulnerability, occasional system instability, lack of credit-card connectivity, transaction limits, and user-interface issues. Externally, the expansion of digital channels, fintech partnerships, customer growth, and the rising acceptance of mobile banking create substantial opportunities, whereas cybercrime and increasingly sophisticated competing financial applications remain salient threats. The IFE score of 3.58 and the EFE score of 3.90 position myBCA in Quadrant I, indicating a strong basis for an aggressive process-innovation strategy. The study recommends strengthening information-technology capabilities, redesigning critical service journeys, refining UI/UX and authentication features, intensifying customer security education, and expanding selective collaboration with fintech partners..
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Copyright (c) 2026 Jonkenedi, Annisa Rianti Zahro, Nursanti, Rika Ismayanti, Della O.C. Kalangit
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