Banknæringens digitale hamskifte : en kvalitativ studie om DNBs digitalisering i møtet med eldre kunder

Abstract

The purpose of this thesis is to better understand the digitization of the banking sector in Norway and how it affects the relationship between the bank and older customers. One of the reasons being that there are few examples of Norwegian research on the elderly and their use of Information and Communications-Technology (ICT). The theoretical approach is interdisciplinary, combining theory from fields such as information systems theory (Technology Acceptance Model), conceptual design theory (Service design) and sociological theory (Socialgerontology). Using a qualitative research method I interviewed four elderly customers of Norway’s largest bank, as well as representatives from DNB and Seniorsaken, an interest group for senior citizens. The results of this study show that the banking sector is continuously being challenged to deliver relevant and user-friendly services. Digitization, changes in customer behaviour and globalized market competition are some of the factors that shape todays modern banking sector. The older interviewees are all using online banking services, however they react negatively to the banking sectors current trend of closing down many of the physical offices. A challenge for the banking sector seems to be to maintain the relational aspect of banking while keeping up with the trends of digitization. This study also shows that acceptance of online banking are influenced by many different factors. Such as inner motivation, technological fear and social norms. The digitization of the banking sector represents a general tendency in many industries. It is becoming increasingly important to have the knowledge and skill on how to use ICT in order to participate in today’s society. This illustrates the importance of engaging and motivating seniors to use digital banking, as it can increase the sense of independence and a sense of belonging to society.