Syftet med studien är att utforska och se om det finns ett positivt samband mellan kundlojalitet samt servicekvalitet med kundens relation till banken. Det genom att jämföra kundens relation till banken traditionellt och digitalt. Den här studien utgår från en kvantitativ forskningsmetod för att besvara studiens syfte och de hypoteser som skapats. Här har jag utgått från en deduktiv ansats, där jag utifrån teori skapat en enkätundersökning som innefattar 141 respondenter. Resultatet för den traditionella banken visar på att det finns ett positivt samband från kunden, ju lojalare man är, desto bättre är relationen med banken. Likaså är det när det kommer till servicekvalitet, ju bättre upplevd service, desto bättre är relationen med banken. Faktorerna har även ställts mot den digitala banken och här går det inte att hitta ett signifikant samband.

El presente plan de negocio realiza el planteamiento y análisis [proyectado] de la implementación de una fintech en la realidad nacional, con la finalidad de hacer frente a la necesidad latente de gran cantidad de peruanos de un acceso eficiente, innovador y directo a entidades financieras que le permitan ahorrar, pues, si bien hacen uso de uno o más bancos en su día a día, no suelen utilizar los canales digitales existentes para llevar a cabo sus operaciones, ya sean para pagos, consumos u otros. En el primer capítulo se describe el modelo de negocio, así como su escalabilidad. Se da énfasis en la propuesta de valor, pues esta debe mantenerse en el tiempo e impactar de manera positiva en los clientes. El segundo capítulo describe el problema, el mercado meta y el lanzamiento de un aplicativo como propuesta de solución. Todo esto es validado gracias a la realización de experimentos y el análisis de los resultados de estos, reforzándolos con la ejecución de un concierge que permitirá analizar la intención de compra de los clientes potenciales. En el tercer capítulo se plantea ingresos y costos y gastos de inversión, operación y financiamiento del lanzamiento del aplicativo, expresando funciones, objetivos e indicadores de las diversas áreas de trabajo necesarias para la implementación de Coiny. Finalmente, en el cuarto capítulo, se exponen las conclusiones y recomendaciones obtenidas con la elaboración del presente plan de negocio, con la intención de optimizar los esfuerzos del lanzamiento de la solución propuesta al mercado. / The present business plan carries out the approach and [projected] analysis of the implementation of a fintech in the national reality, with the intention of addressing the latent need of many Peruvians for efficient, innovative and direct access to financial institutions. that allow them to save money, given that, even if they make use of one or more banks in their day to, they do not usually use the digital channels to carry out their operations, whether these are payments, consumptions or else. The first chapter describes the business model, as well as its scalability. Emphasis is placed on the value proposition, as this must be maintained over time and have a positive impact on the clients. The second chapter describes the problem, the target market and the launch of an application as a solution proposal. All this is validated by the fulfilment of experiments and the analysis of the results of these, reinforcing them with the execution of a concierge that will allow to detect the purchase intention of potential customers. In the third chapter, income and costs and expenses of investment, operation and financing of the launch of the application are presented, expressing functions, objectives and indicators of the various work areas necessary for the implementation of Coiny. Finally, in the fourth chapter, the conclusions and recommendations obtained with the preparation of this business plan are presented, with the intention of optimizing the efforts of the launch of the proposed solution into the market. / Trabajo de investigación

Bakgrund och problemformulering: Skiftet till digitala banktjänster innebär ett annat arbetssätt att bibehålla förtroendet hos sina kunder då servicen blir mindre personlig. Förtroende och service är en viktig del hos kunderna samtidigt som det ställs nya krav gällande bekvämlighet och automatiserade självtjänster. Mot denna bakgrund är möjliga problem som kan uppstå en bristande säkerhet samt riskerna kring integriteten.   Syftet: Studiens syfte är att undersöka om det finns ett samband mellan kundernas förtroende och bankernas digitala banktjänster. Utöver detta vill forskarna få en förståelse för bankkunders förtroende för sin digitala bank.   Metod: Undersökningen bygger på kvantitativ metod i form av en enkätundersökning som sedan används för att genomföra en korrelationsanalys och regressionsanalys.  Teoretisk referensram: Technology Acceptance Model, Social Exchange Theory, Perceived Risk och Digitala Tillitsmodellen.  Empiri: Empirin har fyra olika fokusområden: kontrollfrågor, förtroende, digitala banktjänster samt risk och säkerhet. Dessa sammanställs och testas i en korrelationsanalys och regressionsanalys för att undersöka samband och testa hypoteser.   Slutsats: Resultatet visar att det föreligger ett positivt samband mellan digitala banktjänsters användbarhet och förtroende för digitala banktjänster samt att upplevd integritetsrisk har ett negativt samband med förtroendet. Trots att det kan finnas ett samband mellan digitala banktjänsternas användarvänlighet och förtroende finns inte tillräckligt med stöd för att bevisa detta. / Background and problem formulation: The shift to digital banking services means a different way of working to maintain the trust of its customers, this as the service has become less personal. Trust and service are valued highly for the customers, while new demands are being made regarding convenience and automated self-service. Against this background, possible problems that may arise are a lack of security and the risks surrounding integrity.  Purpose: The purpose of the study is to investigate whether there is a relationship between customers' trust and the banks' digital banking services. In addition to this, the researchers want to gain an understanding of bank customers' trust in their digital bank.  Method: The survey is based on a quantitative method in the form of a questionnaire which is then used to carry out a correlation and regression analysis.  Framework: Technology Acceptance Model, Social Exchange Theory, Perceived Risk and Digital Trust Model.  Empiricism: The empiricism has four different focus areas: control questions, trust, digital banking services and lastly risk as well as security. These are compiled and tested in a correlation and regression analysis to examine relationships by testing hypotheses.  Conclusions: The findings show that there is a positive relationship between the usability of digital banking services and trust in digital banking services, and that perceived integrity risk has a negative relationship with trust. Although there may be a link between the ease of use of digital banking services and trust, there is not enough support to prove this.

During the last two decades, technological development and digitalization have had a major impact on societies worldwide. Industries have been forced to adapt to the technological development and implement new technology in order to remain competitive. The banking sector has undergone a transformation, in which traditional banking operations have become digital. Digital banking and the distance between bank and customers which follows, brings new challenges to the sector, such as elevated risks and new conditions to interact and build customer relationships. Majority of existing literature in the area of digital banking have focused on the adoption and acceptance of digital banking, while research of how trust among customers are affected by the digitalization remains limited. Therefore, our study aims to fill this gap. Trust is essential in any kind of relationship, and crucial in digital banking. The purpose of this paper is to investigate if digitalization affects customer trust in the context of digital banking. Further, the paper investigates whether perception of risk and perception of relationship affect customer trust in digital banking. Three hypotheses were developed based on existing research, predicting that digital banking usage, perception of risk and perception of relationship with the bank have an effect on customer trust. This study adopts a quantitative method, where data were collected through an online survey questionnaire. In total, a sample of 171 were obtained. Proposed hypotheses were tested using a multiple regression analysis, where our three independent variables were analyzed against the study’s dependent variable, and the two controlling variables age and gender. The empirical findings revealed that digital banking usage do not have an effect on customer trust in digital banking, while the perception of risk in digital banking has a significant influence on customer trust. Moreover, the perception of relationship with the bank has a significant influence on trust. Finally, age was shown not to moderate the relationship between independent and dependent variables, while gender was shown to have a relationship with independent and dependent variables. Empirical results aim to help the banks understand which factors are affecting customers’ trust and focus their attention to develop safer security systems and develop stronger relationships with their customers to build and maintain trust. / Under de två senaste decennierna har digitaliseringens framfart bidragit till stora förändringar i samhället. Flertalet branscher har tvingats anpassa sig efter den teknologiska utvecklingen och implementera ny teknologi för att fortsatt vara konkurrenskraftiga på marknaden. Inom banksektorn har digitaliseringen inneburit en transformation, där traditionell bankverksamhet till större del övergått till att bli digital. Digitaliseringen och distansen som uppkommit mellan bank och kund har medfört nya förutsättningar, bland annat i form av risker kopplade till digital bankverksamhet samt förändrade förutsättningar vad gäller interaktion och relationsskapande. Mycket av den tidigare forskning som gjorts inom området digital bankverksamhet har fokuserat på acceptans och adoption av digital bankverksamhet, medan studier som undersöker hur de nya förutsättningarna påverkar kundernas förtroende för banken är bristfälliga. Därför strävar denna studie efter att fylla detta gap. Förtroende är av stor vikt i alla relationer, och är av särskilt stor betydelse inom digital bankverksamhet. Syftet med studien är att belysa om digitalisering påverkar kundförtroende på basis av banksektorn. Vidare är syftet att belysa om upplevd risk samt upplevd relation vid digital bankverksamhet påverkar kundernas förtroende. Tre hypoteser har formulerats utifrån existerande litteratur, som förutsäger att användning av digitala banktjänster, upplevd risk och upplevd relation med banken vid digital bankverksamhet har en påverkan på kundförtroende. Studien antar en kvantitativ metod där data samlats genom en webbenkätundersökning. Totalt besvarades 171 enkäter. Föreslagna hypoteser prövades genom en multipel regressionsanalys, där studiens tre oberoende variabler analyserades mot studiens beroende variabel, inklusive de två kontrollvariablerna ålder och kön. Resultatet visade att användning av digitala banktjänster inte har någon effekt på kundförtroende, medan upplevd risk har en signifikant påverkan på kundförtroende. Slutligen visade det sig att upplevd relation också har inverkan på kundförtroende. Ålder visade sig sakna signifikant påverkan på variablerna, medan kön visade sig ha ett samband. Studiens resultat avser fungera som hjälp för bankerna, som genom att veta att dessa faktorer påverkar kundernas förtroende kan fokusera på att utveckla säkrare system och utveckla sina relationer för att upprätthålla kundernas förtroende för banken.

Submitted by JOSIANE SANTOS DE OLIVEIRA (josianeso) on 2018-04-19T16:22:55Z No. of bitstreams: 1 Rodrigo dos Santos_.pdf: 2477221 bytes, checksum: 00ecef06380f0ef6f0e3432985bc99ab (MD5) / Made available in DSpace on 2018-04-19T16:22:55Z (GMT). No. of bitstreams: 1 Rodrigo dos Santos_.pdf: 2477221 bytes, checksum: 00ecef06380f0ef6f0e3432985bc99ab (MD5) Previous issue date: 2018-02-28 / Nenhuma / Em razão das novas tecnologias desenvolvidas nos últimos anos, têm ocorrido mudanças no comportamento e na experiência de relacionamento de usuários com as instituições financeiras. Tecnologias recentes como aplicativos de smartphones, os quais oferecem os mesmos serviços disponíveis em uma agência física de bancos, poderão eliminar o relacionamento bancário pessoal nos próximos anos. Com isso, existe a possibilidade de o comportamento dos usuários frente a esses novos serviços do chamado “banco digital” despertar experiências que poderão influenciar na construção da confiança no relacionamento bancário. Dessa forma, considerando o design para a emoção uma área que estuda a projetação com o objetivo de provocar ou evitar determinadas emoções, foi realizada uma pesquisa para avaliar e compreender a construção da emoção confiança dos usuários no uso de canais digitais para relacionamento com as instituições financeiras. Para tanto, esse trabalho contextualizou o mercado bancário atual e a projeção de futuro, realizando o aprofundamento dos temas relacionados a emoções, design para emoções e uma teoria cognitiva utilizada pela área do design, a Teoria dos Appraisals, com o objetivo de entender como, a partir das avaliações de eventos e situações (appraisals), resulta na emoção confiança, a qual interfere no relacionamento dos consumidores com o banco digital a partir dos concerns (atitudes, crenças e padrões aprendidos) das pessoas. A pesquisa foi realizada a partir de um estudo qualitativo e exploratório, com a realização de entrevistas com 24 usuários de serviços financeiros bancários para identificação dos seus appraisals e concerns em relação à utilização dos bancos digitais, sendo os depoimentos analisados através da técnica de Análise de Conteúdo. O estudo possibilitou entender os gatilhos relacionados às emoções, que levam à formação da confiança para utilização dos canais digitais das instituições financeiras e, a partir deles, estabelecer diretrizes projetuais para atuação do designer. / Due to the new technologies developed in recent years, there have been changes in the behavior and experience of user relationships with financial institutions. Breakthrough technologies such as smartphone applications, which offer the same services available in a bank branches, could eliminate personal banking relationships in the coming years. With this, there is the possibility of the users' behavior with these new services of the so-called "digital bank", awaking experiences that may influence the construction of trust in the banking relationship. Thus, considering the design for emotion an area that studies projects with the purpose of provoking or avoiding certain emotions, a research was carried out to evaluate and understand the construction of users' trust in the use of digital channels for relationship with financial institutions. In order to do so, this work contextualized the current banking market and the future projection, realizing the deepening of themes related to emotions, design for emotions and a cognitive theory used by the area of design, Appraisals Theory, with the objective of understanding how, from appraisals of events and situations, results in the emotion of trust, which interferes in the relationship of consumers with the digital bank based on the concerns (attitudes, beliefs and learned patterns) of the people. The research was carried out based on a qualitative and exploratory study. Twenty-four interviews were carried out with users of banking financial services to identify their appraisals and concerns regarding the use of digital banks, and the comments was analyzed through the Content Analysis technique. The study turned possible to understand the triggers related to emotions, which lead to the formation of confidence to use the digital channels of financial institutions and, from them, to establish design guidelines for the designer's work.

Submitted by JOSIANE SANTOS DE OLIVEIRA (josianeso) on 2018-09-21T15:03:56Z No. of bitstreams: 1 Fabiano Mattana_.pdf: 3816938 bytes, checksum: e533a5d2119b0afeba12f4cbf525b176 (MD5) / Made available in DSpace on 2018-09-21T15:03:56Z (GMT). No. of bitstreams: 1 Fabiano Mattana_.pdf: 3816938 bytes, checksum: e533a5d2119b0afeba12f4cbf525b176 (MD5) Previous issue date: 2018-04-11 / Nenhuma / Este estudo procurou atender ao objetivo geral de mensurar o nível de satisfação com o modelo de relacionamento digital dos clientes dos Escritórios de Negócios Exclusivos do Banco do Brasil situados no Rio Grande do Sul. O estudo de caso foi realizado em uma das maiores instituições financeiras brasileiras e mundiais. Conforme a estratégia corporativa do Banco do Brasil, a empresa realizou uma reestruturação no modelo de relacionamento com clientes, em implementação desde 2015, criando novas estruturas de atendimento específicas para determinados segmentos, dentre eles os escritórios exclusivos. A pesquisa teve uma etapa qualitativa, com uma análise documental interna da instituição e a realização de uma entrevista semiestruturada com os gestores dos escritórios, com o intuito de verificar a estratégia e as bases do modelo de negócios, bem como identificar as percepções e as dificuldades encontradas na implantação dessa nova estrutura. A etapa quantitativa foi realizada para mensurar o nível de satisfação dos clientes em relação à qualidade dos serviços prestados pelos escritórios, com aplicação de uma survey eletrônica utilizando como base a Escala Servqual, de Parasuraman, Zeithaml e Berry (1988), que mede a diferença entre as expectativas e a percepção dos clientes em cinco dimensões: tangibilidade, confiabilidade, compreensão, segurança e empatia. Os dados gerados foram tratados com a aplicação de análises estatísticas multivariadas. Os resultados obtidos demonstram que os clientes do Banco do Brasil estão satisfeitos com os serviços oferecidos através do modelo digital e a nova estrutura de negócios, no qual lhes é oferecido um atendimento humanizado agregado ao melhor da tecnologia. Percebeu-se, também, que o “mundo digital” provavelmente não substituirá o “mundo físico”, eles serão complementares, os escritórios digitais e as agências físicas irão coexistir e que o Banco do Brasil está aprimorando, assim, a entrega da proposta de valor e de uma melhor experiência aos clientes, permitindo rentabilizá-los, satisfazê-los e fidelizá-los. / This study sought to meet general measure goal of measuring the level of satisfaction with the digital relationship model customers of Banco do Brasil Exclusive Business Offices situated in Rio Grande do Sul. The case study was conducted in one of the largest Brazilian and global financial institutions. As the Banco do Brasil corporate strategy, the company conducted a restructuring relationship model with customers, in implementation since 2015, creating new specific service structures for certain segments, among them exclusive offices. Research had a qualitative step analyzing several documents of the institution and internal conducting a semi-structured interview with managers offices, in order to check the strategy and the foundations of business model, as well as identify perceptions and the difficulties encountered in implementing this new structure. Quantitative step was held to measure the level of customer satisfaction to the quality of services provided by offices, with applying an electronic survey using as a base the Servqual Scale of Parasuraman, Zeithaml and Berry (1988), which measures the difference between customers’ expectations and perception in five dimensions: tangibility, reliability, understanding, safety and empathy. The data generated were treated through with the application multivariate statistical analysis. The results show that Banco do Brasil customers are satisfied with the services offered through the digital model and the new business structure, in which they are offered a service humanized household with the best technology. It was noticed, also, that the “digital world” probably won’t replace the “physical world”, they are complementary, digital offices and physical agencies will coexist and that Banco do Brasil is improving, like this, value proposition delivery and customers better experience, allowing monetize them, satisfy them and loyalty them.

Bakgrund och problemformulering: Skiftet till digitala banktjänster innebär ett annat arbetssätt att bibehålla förtroendet hos sina kunder då servicen blir mindre personlig. Förtroende och service är en viktig del hos kunderna samtidigt som det ställs nya krav gällande bekvämlighet och automatiserade självtjänster. Mot denna bakgrund är möjliga problem som kan uppstå en bristande säkerhet samt riskerna kring integriteten.  Syftet: Studiens syfte är att undersöka om det finns ett samband mellan kundernas förtroende och bankernas digitala banktjänster. Utöver detta vill forskarna få en förståelse för bankkunders förtroende för sin digitala bank.  Metod: Undersökningen bygger på kvantitativ metod i form av en enkätundersökning som sedan används för att genomföra en korrelationsanalys och regressionsanalys. Teoretisk referensram: Technology Acceptance Model, Social Exchange Theory, Perceived Risk och Digitala Tillitsmodellen. Empiri: Empirin har fyra olika fokusområden: kontrollfrågor, förtroende, digitala banktjänster samt risk och säkerhet. Dessa sammanställs och testas i en korrelationsanalys och regressionsanalys för att undersöka samband och testa hypoteser.  Slutsats: Resultatet visar att det föreligger ett positivt samband mellan digitala banktjänsters användbarhet och förtroende för digitala banktjänster samt att upplevd integritetsrisk har ett negativt samband med förtroendet. Trots att det kan finnas ett samband mellan digitala banktjänsternas användarvänlighet och förtroende finns inte tillräckligt med stöd för att bevisa detta. / Background and problem formulation: The shift to digital banking services means a different way of working to maintain the trust of its customers, this as the service has become less personal. Trust and service are valued highly for the customers, while new demands are being made regarding convenience and automated self-service. Against this background, possible problems that may arise are a lack of security and the risks surrounding integrity. Purpose: The purpose of the study is to investigate whether there is a relationship between customers' trust and the banks' digital banking services. In addition to this, the researchers want to gain an understanding of bank customers' trust in their digital bank. Method: The survey is based on a quantitative method in the form of a questionnaire which is then used to carry out a correlation and regression analysis. Framework: Technology Acceptance Model, Social Exchange Theory, Perceived Risk and Digital Trust Model. Empiricism: The empiricism has four different focus areas: control questions, trust, digital banking services and lastly risk as well as security. These are compiled and tested in a correlation and regression analysis to examine relationships by testing hypotheses. Conclusions: The findings show that there is a positive relationship between the usability of digital banking services and trust in digital banking services, and that perceived integrity risk has a negative relationship with trust. Although there may be a link between the ease of use of digital banking services and trust, there is not enough support to prove this.