University of Oulu

Overcoming the obstacles preventing use of digital banking services within the older generations

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Author: Paaja, Jarek1; Rautavuori, Mika1
Organizations: 1University of Oulu, Oulu Business School, Department of Management and International Business, Management
Format: ebook
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 1 MB)
Pages: 77
Persistent link: http://urn.fi/URN:NBN:fi:oulu-202205111917
Language: English
Published: Oulu : J. Paaja; M. Rautavuori, 2022
Publish Date: 2022-05-11
Thesis type: Master's thesis
Tutor: Hermes, Jan
Reviewer: Heikka, Eija-Liisa
Hermes, Jan
Description:

Abstract

The purpose of this study was to find out what obstacles the older generation is having when adapting to digital banking services. Secondary objective was to find ways to overcome these obstacles, in a manner that companies, especially within the banking industry can make their digital services more accessible for the elderly. Based on studying existing literature, IT service management was chosen to take a practical look at this problem alongside the trust theory, which had more theoretical implications at this point. A survey was conducted among OP’s elderly customers to gain empirical information regarding the problem. Based on this we then compared our findings with previously studied literature and begin to interpret the findings. As we had hypothesized with trust theory, the trust towards digital services and trust towards one’s own skills within the digital environment, causes many of the elderly to keep away from digital banking services. Media often brings up how there are security breaches, and different scams going within the digital environment. This combined with the elderly often lacking in the skills and not knowing what benefits the digital services actually give them, cause many to prefer to not use the digital banking services. A solution for this problem for OP was to firstly make sure to give out information about the benefits of the digital banking services, in a manner that the elderly customer understands. Secondly there would be study sessions where the bank’s customers could join and learn the skills necessary to use the services. Lastly all this and more should be done by following the Information Technology Infrastructure Library, ITIL, principles in order to create the most efficient digital services. In the end we go through theoretical implications and future research ideas that could enhance our solutions to wider use.

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Copyright information: © Jarek Paaja; Mika Rautavuori, 2022. This publication is copyrighted. You may download, display and print it for your own personal use. Commercial use is prohibited.