Publicação
Challenges in adapting to digital banking from the perspective of a Caixa Geral de Depósitos agency
| Resumo: | Digitalization has revolutionized the world as we know it, and the banking sector has been at the forefront of innovation and integration of technology in its operations. Mobile banking continues to be crucial for banks’ digital presence, though it is being threatened by the advent of technological trends and old-fashioned cultural habits. During the internship, I performed customer service, commercial and administrative roles at a banking branch, while being responsible for the client’s first interaction and dealing with matters mostly related to mobile banking and cards. The present internship report at CGD aims to understand the challenges in transitioning to the digital era of banking, from the clients’ difficulties to the opinions of sector professionals. Moreover, this study seeks to provide solutions to improve service at a branch level. The study developed under the internship is an exploratory and descriptive research, conducted through a mixed methods approach and non-probability sampling. Quantitative and qualitative data was collected from an online questionnaire with 329 bank clients and then analysed using descriptive and correlation analysis. One to one interviews were conducted for three CGD employees, with the collected data being analysed through a qualitative analysis. The findings showed that Performance Expectancy, Effort Expectancy and Facilitating Conditions are the factors that contribute the most to mobile banking adoption and utilization, whereas Social Influence was found to have no effect. Individuals belonging to the active population and with higher levels of education and income demonstrate higher utilization levels of mobile banking. Additionally, the suggestions provided to improve the organization’s service fall under client support, platform simplification and employee training. Academically, this study presents valuable insights to mobile banking utilization and to the adaptation of the UTAUT model in this service. From a managerial perspective, this study made during the internship provides key insights into clients’ difficulties and suggestions to better integrate online platforms into branch service. |
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| Autores principais: | Teixeira, João Duarte Martinho |
| Assunto: | banking branch service Caixadirecta mobile banking |
| Ano: | 2022 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório da Universidade de Lisboa |
| Resumo: | Digitalization has revolutionized the world as we know it, and the banking sector has been at the forefront of innovation and integration of technology in its operations. Mobile banking continues to be crucial for banks’ digital presence, though it is being threatened by the advent of technological trends and old-fashioned cultural habits. During the internship, I performed customer service, commercial and administrative roles at a banking branch, while being responsible for the client’s first interaction and dealing with matters mostly related to mobile banking and cards. The present internship report at CGD aims to understand the challenges in transitioning to the digital era of banking, from the clients’ difficulties to the opinions of sector professionals. Moreover, this study seeks to provide solutions to improve service at a branch level. The study developed under the internship is an exploratory and descriptive research, conducted through a mixed methods approach and non-probability sampling. Quantitative and qualitative data was collected from an online questionnaire with 329 bank clients and then analysed using descriptive and correlation analysis. One to one interviews were conducted for three CGD employees, with the collected data being analysed through a qualitative analysis. The findings showed that Performance Expectancy, Effort Expectancy and Facilitating Conditions are the factors that contribute the most to mobile banking adoption and utilization, whereas Social Influence was found to have no effect. Individuals belonging to the active population and with higher levels of education and income demonstrate higher utilization levels of mobile banking. Additionally, the suggestions provided to improve the organization’s service fall under client support, platform simplification and employee training. Academically, this study presents valuable insights to mobile banking utilization and to the adaptation of the UTAUT model in this service. From a managerial perspective, this study made during the internship provides key insights into clients’ difficulties and suggestions to better integrate online platforms into branch service. |
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