O posicionamento de uma central de cooperativas de crédito frente o advento dos bancos digitais

Abstract

Over the past few decades, banking technology has evolved rapidly. This evolution comes from the investments and partnerships of financial institutions with Information and Communication Technologies companies. This enabled the emergence and entry of new competitors in the sector, fintechs, the embryo of digital banks. Parallel to this movement of innovations in products and services, the Brazilian banking sector has been observing the expansion of credit unions. These factors changed the competitive environment for Brazilian finance. In this context, this study aims to analyze the potential effects of the advent of digital banks on the performance of a central credit unions. This research, characterized as qualitative with exploratory and descriptive purposes. With regard to data collection, it was elaborated using bibliographical research, based on the positioning school of Porter (1989). The case study was elaborated through a semi­structured questionnaire having as subjects, directors of the researched organization. The results show that a central credit union has a competitive scope that is totally contrary to the scope of digital banks. The cooperative presents the market with a competitive advantage in the narrow­targeted, regional approach. Focus on differentiation in the provision of services in a physical form, with personalization, quality and efficiency as a strong point. It also revealed that, despite this, the cooperative is directly influenced by digital banks in its competitive environment. It represents a threats in the retention and loyalty of its members, especially the younger ones, who are more likely to migrate from the cooperative to digital banks. The work also exposed points to be considered in an eventual development of strategies aimed at the loyalty of cooperative members.