Utjecaj digitalizacije na kadrovsku politiku na primjeru odabranih hrvatskih banaka

master's thesis

• Title (english): The impact of digitalization on personnel policy on the example of selected Croatian banks
• Author: Dora Petrović
• Mentor: Ana Pavković (mentor)
• Committee member: Mihovil Anđelinović (predsjednik povjerenstva)
• Committee member: Davor Labaš (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2022-05-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Finance

Abstract

U svrhu ispitivanja učinaka digitalizacije na kadrovsku politiku hrvatskog bankarskog sustava, u ovom radu je provedeno anketno istraživanje među zaposlenicima triju banaka: Erste & Steiermarkishe Bank d.d., OTP banke d.d. i Privredne banke Zagreb d.d. Istraživanjem se želi odgovoriti na sljedeća pitanja: (1) Ima li digitalizacija u bankarstvu pozitivan ili negativan utjecaj na zapošljavanje i radne uloge?; (2) Koje su najznačajnije promjene u kadrovskoj politici nastale pod utjecajem digitalizacije?; (3) Koja nova radna mjesta su nastala uslijed promjena? i (4) Strahuju li zaposlenici od gubitka radnog mjesta zbog eventualnih budućih promjena koje bi mogle nastati pod utjecajem razvoja novih tehnologija? Istraživanje je provedeno elektroničkim putem, upotrebom online anketnog upitnika u razdoblju od 2. ožujka 2022. do 6. travnja 2022., među zaposlenicima odabranih banaka. Ove su banke pokazale da i u izazovnim vremenima mogu biti akcelerator novih ideja te kontinuirano razvijaju nove inovativne poslovne modele fokusirajući se na virtualne bankovne usluge. U anketnom upitniku sudjelovala su 142 ispitanika, a rezultati pokazuju kako je digitalizacija donijela pozitivne promjene u pogledu zapošljavanja i radnih uloga. Ispitanici su većinom zadovoljni načinom svoje prilagodbe digitalnim promjenama, no ipak smatraju kako bi u budućnosti moglo doći do gašenja sve većeg broja fizičkih poslovnica banaka, čime bi došlo do manjih potreba za zaposlenicima i samim time, njihovo bi radno mjesto moglo biti dovedeno u pitanje. Pokazalo se kako u bankama klijenti samostalno, putem internetskog i mobilnog bankarstva obavljaju između 41% i 60% poslovanja, što zaposlenicima smanjuje opseg posla i ostavlja im vremena za obavljanje zadataka koje klijenti ne mogu samostalno obaviti, kao i za dodatan rad na povećanju kvalitete odnosa s klijentima.

Abstract (english)

In order to examine the effects of digitalization on the personnel policy of the Croatian banking system, this thesis conducted a survey among employees of three banks: Erste & Steiermarkishe Bank d.d., OTP banka d.d. and Privredna banka Zagreb d.d. The research seeks to answer the following questions: (1) Does digitalization in banking have a positive or negative impact on employment and work roles?; (2) What are the most significant changes in personnel policy that have occurred under the influence of digitalization ?; (3) What new jobs have been created due to the changes? and (4) Are employees afraid of losing their jobs due to possible future changes that could occur due to the development of new technologies? The survey was conducted electronically, using an online questionnaire in the period from March 2, 2022. to April 6, 2022., among employees from three selected banks. These banks have shown that even in challenging times they can be an accelerator of new ideas and continuously develop new innovative business models focusing on virtual banking services. 142 respondents participated in the survey questionnaire, and the results show that digitalization has brought positive changes in terms of employment and job roles. Respondents are mostly satisfied with the way they adapt to digital changes, but they still believe that an increasing number of physical commercial banks could be closed down in the future. This would reduce the need for employees, and thus their jobs could be jeopardized. It has been shown that in banks clients perform between 41% and 60% of business independently, via Internet and Mobile banking, which reduces the scope of work for employees and leaves them time to perform tasks that clients cannot perform independently, as well as additional work to increase relationship quality with clients.

• Keywords: bankarsko poslovanje; digitalizacija; kadrovska politika; zapošljavanje
• Keywords (english): banking; digitalization; personnel policy; employment
• Language: croatian
• URN:NBN: urn:nbn:hr:148:938494
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access; Embargo expiration date: 2022-11-28
• Created on: 2022-05-27 15:19:42