Usporedba stavova i percepcija generacija X, Y i Z o digitalnim bankama

master's thesis

• Title (english): Comparison of attitudes and perceptions between generations X, Y and Z about digital banks
• Author: Mara Kovačević
• Mentor: Dalia Suša Vugec (mentor)
• Committee member: Dalia Suša Vugec (predsjednik povjerenstva)
• Committee member: Mario Spremić (član povjerenstva)
• Committee member: Branka Tuškan Sjauš (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-06-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Finance

Abstract

U posljednjem desetljeću digitalna transformacija donosi brojne promjene u poslovanju u mnogim djelatnostima, uključujući i financijski i bankarski sektor. Digitalna transformacija bankarskog sektora predstavlja integraciju digitalnih tehnologija u sve aspekte bankarskog poslovanja te uključuje uvođenje usluga internet i mobilnog bankarstva, primjenu umjetne inteligencije te razvoj digitalnih banaka. Digitalne banke predstavljaju novu generaciju financijskih institucija te novi oblik bankarstva s obzirom da svoje usluge nude isključivo online, bez fizičkih poslovnica. Predmet ovog diplomskog rada su digitalne banke, njihove prednosti i nedostaci te način na koji ih različite generacije percipiraju. Cilj ovog rada je analizirati i usporediti stavove i percepcije generacija X, Y i Z o digitalnim bankama i njihovoj ulozi u budućnosti bankarskog i financijskog sektora. Za potrebe pisanja rada korišteni su sekundarni izvori podataka poput stručne literature i znanstvenih članaka iz područja informacijske tehnologije i bankarstva te je provedeno primarno istraživanje u obliku anketnog upitnika. Provedeno istraživanje pokazalo je kako je korištenje usluga digitalnih banaka u Hrvatskoj još uvijek na relativnoj niskoj razini – otprilike polovica ispitanika koristi usluge neke od digitalnih banaka. Također, istraživanjem se potvrdila pretpostavka da mlađe generacije (Y i Z) brže i lakše prihvaćaju nove tehnologije i nove oblike obavljanja bankovnih poslova. Međutim, iako starije generacije manje koriste usluge digitalnih banaka, istraživanje je pokazalo kako ispitanici generacije X nisu odbojni i zatvoreni prema digitalnoj transformaciji i suvremenim oblicima bankarstva.

Abstract (english)

In the last decade, digital transformation has brought numerous changes to businesses in many industries, including the financial and banking sectors. The digital transformation of the banking sector represents the integration of digital technologies into all aspects of banking operations, including the introduction of online and mobile banking services, the application of artificial intelligence, and the development of digital banks. Digital banks represent a new generation of financial institutions and a new form of banking as they offer their services exclusively online, without physical branches.
The subject of this thesis is digital banks, their advantages and disadvantages, and the way different generations perceive them. The aim of this thesis is to analyze and compare the attitudes and perceptions of generations X, Y, and Z about digital banks and their role in the future of the banking and financial sector. For the purposes of writing this thesis, secondary sources of data such as professional literature and scientific articles in the field of information technology and banking were used, and primary research was conducted in the form of a survey questionnaire. The conducted research showed that the use of digital banking services in Croatia is still at a relatively low level – approximately half of the respondents use the services of one of the digital banks. The research also confirmed the assumption that younger generations (Y and Z) adopt new technologies and new forms of banking operations more quickly and easily. However, although older generations use digital banking services less, the research showed that respondents from generation X are not averse to and are open to digital transformation and modern forms of banking.

• Keywords: digitalne banke; informacijska tehnologija; digitalizacija; digitalna transformacija; bankarski sektor
• Keywords (english): digital banks; information technology; digitalization; digital transformation; banking sector
• Language: croatian
• URN:NBN: urn:nbn:hr:148:111657
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2024-06-24 19:07:10