The absence of human contact - one of the obstacles in the use of new digital payment methods

Thu 17 Feb 2022 14:40

CER researcher Irina Dimitrova charts bank customers 'willingness to use digital treatment methods in the article "Barriers to bank customers' intention to fully adopt digital payment methods".

 Irina Dimitrova

The study aims to investigate the connection between how different types of barriers or obstacles affect bank customers' willingness to accept and use digital payment methods. Among other things, they take a closer look at the connection between how lack or absence of human contact affects bank customers' experiences and willingness to use digital financial services such as chatbots.

The article also addresses customers' experiences of accessibility, integrity, trust and security linked to digital financial services. The basis is a survey with Swedish bank customers, where the data consisted of so-called adopters-accepters (ie young bank customers) and so-called. adopters-resisters (ie a group that opposes a cashless society).

The article is published in the International Journal of Quality and Service Sciences and co-authored with Peter Öhman and Darush Yazdanfar, also active at CER. The results show, among other things, that many bank customers feel that their privacy is affected by the use of digital financial services. Accessibility is also perceived as a problem, digital services alone are not enough to meet the customer's entire needs. 

The results also show that the more bank customers' experience of digital payment methods, the less concerns they have about the current security and integrity issues when using the digital services. Lack or absence of human contact has the greatest impact on bank customers who have little personal experience of digital payment methods.

One of the article's conclusions is that banks should meet customer needs by tailoring action packages. Otherwise, there is a risk that customers do not choose to use the services that are developed - or change bank in the worst case, which may mean that the ongoing development of digital financial services within the bank is hindered or hindered.

 

The page was updated 2/17/2022