Locality and approachability in bank's digital channels : Case OP Kemin Seutu
Haapaniemi, Emilia (2017)
Haapaniemi, Emilia
Oulun ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017100315686
https://urn.fi/URN:NBN:fi:amk-2017100315686
Tiivistelmä
This thesis was commissioned by OP Kemin Seutu which is a part of OP Financial Group. The purpose of the thesis was to find out how locality is experienced in the commissioner’s digital channels, if they are easy to approach and how these factors could be improved in the future. The subject was chosen because of the importance of digitalization in OP and the challenges it brings to emphasizing locality and approachability of services.
In addition to studying the commissioner, their digitalization and digital channels two benchmarking companies are looked into for comparison and development ideas. These companies are HSBC, a multinational financial services organization, and LähiTapiola, a Finnish insurance company that also offers banking services through their cooperative, S-Pankki. Digitalization in the industry was studied to enlighten the subject and to find out any previous studies of it.
To find out the customers’ opinions interviews were held in the premises of OP Kemin Seutu. This helped to form a better understanding of the current situation and to get development ideas for the commissioner’s digital channels. In the interviews it was found out that customers in general did in fact appreciate locality and hence is worth emphasizing. Though they did not so much experience locality in the digital channels as hoped. The digital channels were mainly found easy to approach and new development ideas for both locality and usability were given.
If changes were to be made in OP Kemin Seutu based on this research a follow-up study could be conducted. In the future the study could be continued by organizing a broader quantitative research of the subject to include a wider range of attendees.
In addition to studying the commissioner, their digitalization and digital channels two benchmarking companies are looked into for comparison and development ideas. These companies are HSBC, a multinational financial services organization, and LähiTapiola, a Finnish insurance company that also offers banking services through their cooperative, S-Pankki. Digitalization in the industry was studied to enlighten the subject and to find out any previous studies of it.
To find out the customers’ opinions interviews were held in the premises of OP Kemin Seutu. This helped to form a better understanding of the current situation and to get development ideas for the commissioner’s digital channels. In the interviews it was found out that customers in general did in fact appreciate locality and hence is worth emphasizing. Though they did not so much experience locality in the digital channels as hoped. The digital channels were mainly found easy to approach and new development ideas for both locality and usability were given.
If changes were to be made in OP Kemin Seutu based on this research a follow-up study could be conducted. In the future the study could be continued by organizing a broader quantitative research of the subject to include a wider range of attendees.