Gestão de serviços bancários: os fatores de influência para a utilização dos canais digitais em uma agência de cooperativa de crédito

Abstract

Due to the competition in the financial sector and the innovation and development of technologies, the pursuit of excellence in the provision of digital banking services is increasingly constant. The easiness of access to the digital service channels, the mobile banking, makes people experience each time more a digital behavior, and this convenience has been transforming the relationship between account holders and their financial institutions. Faced with this, this study aims to analyze the main aspects that influence the use of digital services channels in a credit union agency in the city of Chapecó/SC. To do so, the study has a qualitative and quantitative approach, applied and descriptive, based on bibliographic researches and case study. A questionnaire was used to collect data, applied to a sample of the agency's account holders. As a result, factors as convenience, comfort, and mobility help in the choice of using a digital bank channel. Personal factors, such as age group, have a marked relevance to the interaction and use of digital channels and social factors show the users' experiences in the digital channels are shared with friends and others account holders. In the other hand, there are resistances on the use of digital channels, in which some of the account holders prefer a more humanized service, prevailing cultural factors. Another resistance factor is still the mistrust in the mobile security systems, whereas personal and financial data are involved. Point it out that the behavior of the account holder is variable, and technological innovations applied daily tend to alter habits traditionally conservatives.