Resumo

This paper developed a systematic review of the literature on value creation in digital banks. The premise was to verify the academic studies on the subject, since there has been a significant increase in studies in the last five years. The PRISMA protocol was used. The search was carried out in the Web of Science and Scopus databases and started with 216 articles, of which 22 were chosen for the composition of this analysis, based on the verification if there is consensus among the authors on the process of value creation in digital banks and, if so, how it occurs.

This systematic review was conducted to understand whether there is a consensus on value creation in digital banks. In the value creation literature we did not find consensus in several areas from consumer behavior. Thus, we searched the Web Of Science and Scopus databases to see if there is this consensus in digital banks.

The concept of value can be considered as a central field of a company's strategy, but there is little consensus on its creation and definition (Bowman & Ambrosini, 2010; Lepak et al., 2007; Schneider & Sachs, 2017). In this same approach, the concept of value is subjective, multifaceted, not unique, and may represent different perceptions among stakeholders (Schneider & Sachs, 2017; Garrida, 2014; Bowman & Ambrosini, 2010).

It is noticed that there is no consensus among the authors on the theme of value creation in digital banks, agreeing with the criticisms already presented by authors (Bowman & Ambrosini, 2010; Lepak et al., 2007; Schneider & Sachs, 2017), that is, the researches do not define or present a consensus on value creation in digital banks, but use it as a way to link one theme to another, without a definition proposal.

Through this systematic literature review we found a lack of consensus among authors on how value creation occurs in digital banks as already pointed out by (Bowman & Ambrosini, 2010; Lepak et al., 2007; Schneider & Sachs, 2017) who study value creation in several areas. As shown in Table 03, the authors used several theories and concepts as a theoretical basis without having a reference theory or author. The same does not occur when it comes to the value co-creation approach, since 06 studies of the total of 11 on this topic used the theory of the Dominant Logic of Service.

Bowman, C., & Ambrosini, V. (2010). How value is created, captured and destroyed. European Business Review, 22(5), 479–495. https://doi.org/10.1108/09555341011068903, Grönroos, C. (2008), "The logic of service revisited: who creates value? And who co-creates?", European Business Review, vol. 20 No. 4, pp. 298-314, Lepak, D. P., Smith, K. G., & Taylor, M. S. (2007). Introduction to Special Topic Forum: Value Creation and Value Capture: A Multilevel Perspective. In Source: The Academy of Management Review (Vol. 32, Issue 1). https://www.jstor.org/stable/20159287