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Os desafios estratégicos da transformação digital para o setor bancário português
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Advisor(s)
Abstract(s)
A mudança de hábitos dos consumidores, aliado à evolução da tecnologia, presente no dia-a-dia de todos, assim como um ambiente cada vez mais competitivo, com novos players, nomeadamente as fintechs, obrigaram os bancos a abordar o seu processo de digitalização com urgência, de modo a manterem-se relevantes, num mercado que se encontra em pleno processo de transformação. Portugal não é exceção, existindo cada vez mais pessoas que procuram serviços e produtos digitais na área financeira, nomeadamente no setor bancário. Assim, e considerando esta realidade, a presente dissertação tem como objetivo principal investigar os principais desafios estratégicos da transformação digital para o setor bancário português, ao mesmo tempo que se pretende fazer uma caracterização sobre o momento em que o setor bancário português se encontra relativamente à transformação digital. Deste modo, desenvolveu-se um estudo exploratório apoiado numa metodologia mista da investigação, tendo-se utilizado metodologias quantitativas e qualitativas para a recolha e análise de dados. Foi, então, aplicado um questionário a 50 funcionários bancários de forma a perceber os principais desafios desta implementação, assim como os principais produtos consumidos pelos clientes e para caracterizar o atual momento da transformação digital. Foram ainda realizadas 3 entrevistas individuais a diretores bancários de topo, de modo a aprofundar todas estas questões. Os resultados demonstram que a transformação digital financeira é já uma realidade em Portugal, sendo que a nova geração prefere utilizar os serviços bancários numa plataforma digital do que fisicamente / presencialmente. No entanto, há ainda uma geração mais velha que continua a preferir os balcões presenciais. A transformação digital é responsável pelo aumento da produtividade, da eficiência e de novas oportunidades e serviços para os clientes, promovendo, também a literacia financeira, conseguindo ao mesmo tempo ser responsável pela redução de alguns custos. Apesar destes pontos fortes, a automatização pode contribuir para o aumento do desemprego e as tecnologias encontram-se mais vulneráveis a ataques informáticos e fraudes. Os principais obstáculos identificados prendem-se com a falta de literacia financeira e digital da população em geral, aliado aos elevados custos associados à implementação de soluções digitais, assim como a falta de recursos humanos especializados na área. A regulamentação na era digital é essencial para que se consiga manter a sustentabilidade e confiança no setor bancário. Em suma, a transformação digital no setor bancário é já uma realidade, cada vez mais cimentada, à medida que novas oportunidades tecnológicas vão surgindo, sendo cada vez mais essencial adaptar os serviços e produtos digitais às necessidades dos clientes, caracterizados por ser cada vez mais exigentes.
Changing consumer habits, combined with the evolution of technology, presented in everyone's daily lives, as well as an increasingly competitive environment, with new players, namely fintechs, have forced banks to urgently address their digitalization process, to remain relevant, in a market that is in full transformation process. Portugal is no exception, with more and more people seeking digital services and products in the financial area, namely in the banking sector. Thus, and considering this reality, the main purpose of this dissertation is to investigate the main strategic challenges of digital transformation for the Portuguese banking sector, and, at the same time, to characterize the moment in which the Portuguese banking sector finds itself in relation to digital transformation. Thus, an exploratory study supported by a mixed research methodology was developed, using quantitative and qualitative methodologies for data collection and analysis. A questionnaire was then applied to 50 bank employees to understand the main challenges of this deployment, as well as the main products consumed by customers and to characterize the current moment of digital transformation. There have also been conducted 3 interviews with top bank directors to deepen all these questions. The results show that financial digital transformation is already a reality in Portugal, with the new generation preferring to use banking services on a digital platform rather than physically. However, there is still an older generation that prefers the local branches. Digital transformation is responsible for increasing productivity, efficiency and new opportunities and services for customers, promoting also financial literacy and at the same time responsible for reducing costs. Despite these strengths, automation can increase unemployment and technologies are more vulnerable to cyber-attacks and fraud. The main obstacles identified are related to the lack of financial and digital literacy of the population, coupled with the costs associated with the implementation of digital solutions, as well as the lack of skilled human resources in the area. Digital regulation is essential to maintain sustainability and trust in the banking sector. In short, digital transformation in the banking industry is already a reality, increasingly cemented as new technological opportunities emerge, and it is increasingly essential to adapt digital services and products to the needs of increasingly demanding customers.
Changing consumer habits, combined with the evolution of technology, presented in everyone's daily lives, as well as an increasingly competitive environment, with new players, namely fintechs, have forced banks to urgently address their digitalization process, to remain relevant, in a market that is in full transformation process. Portugal is no exception, with more and more people seeking digital services and products in the financial area, namely in the banking sector. Thus, and considering this reality, the main purpose of this dissertation is to investigate the main strategic challenges of digital transformation for the Portuguese banking sector, and, at the same time, to characterize the moment in which the Portuguese banking sector finds itself in relation to digital transformation. Thus, an exploratory study supported by a mixed research methodology was developed, using quantitative and qualitative methodologies for data collection and analysis. A questionnaire was then applied to 50 bank employees to understand the main challenges of this deployment, as well as the main products consumed by customers and to characterize the current moment of digital transformation. There have also been conducted 3 interviews with top bank directors to deepen all these questions. The results show that financial digital transformation is already a reality in Portugal, with the new generation preferring to use banking services on a digital platform rather than physically. However, there is still an older generation that prefers the local branches. Digital transformation is responsible for increasing productivity, efficiency and new opportunities and services for customers, promoting also financial literacy and at the same time responsible for reducing costs. Despite these strengths, automation can increase unemployment and technologies are more vulnerable to cyber-attacks and fraud. The main obstacles identified are related to the lack of financial and digital literacy of the population, coupled with the costs associated with the implementation of digital solutions, as well as the lack of skilled human resources in the area. Digital regulation is essential to maintain sustainability and trust in the banking sector. In short, digital transformation in the banking industry is already a reality, increasingly cemented as new technological opportunities emerge, and it is increasingly essential to adapt digital services and products to the needs of increasingly demanding customers.
Description
Keywords
Setor bancário Transformação digital Desafios Estratégia Banking sector Digital transformation Challenges Strategy
Pedagogical Context
Citation
Carvalho, Filipe Peralta de Almeida - Os desafios estratégicos da transformação digital para o setor bancário português [Em linha]. [S.l.]: [s.n.], [2023]. 96 p.