DIGITAL TRANSFORMATION OF BANKS - PERCEPTION OF GENERATION Y AND GENERATION Z

Ovaj rad bavi se istraživanjem digitalne transformacije, shvaćanjem samog pojma, čimbenicima koji utječu na nju te utjecajem iste. Globalno tržište digitalne transformacije visoko je rastuće, što prepoznaju mnoge kompanije te počinju ulagati u istu. Kako bi digitalna transformacija bila uspješno provedena, kompanija mora imati prikladni kadar. Dodatno, mora jasno definirati što je transformacija s tehnološke strane i, u konačnosti, digitalnu transformaciju treba prihvatiti cijela organizacija. Digitalna transformacija izrazito je važan faktor diferencijacije u bankarstvu. Poslovanje banaka temelji se na stvarima koje ne moraju biti u materijalnom obliku, odnosno novcu i informaciji. Moderni klijenti to prepoznaju i od banaka očekuju da se brzo prilagode. Očekuju stalnu dostupnost banke i očekuju dostupnost putem različitih kanala. Banke na prilagodbu i poboljšanje digitalnih usluga dodatno tjera pojačana konkurencija od strane fintech kompanija, koje se diferenciraju svojom kulturom, organizacijskom strukturom te brzinom i jednostavnošću usluge. Moderni klijenti banaka, pripadnici generacije Y i generacije Z, visoko su tehnološki osviješteni te žele brzo dostupne informacije. U sklopu rada provedeno je istraživanje stavova i percepcije ovih generacija o digitalnim uslugama i proizvodima banaka. Rezultati istraživanja pokazali su kako oni koriste elektroničko bankarstvo u vrlo visokoj mjeri, a posebice mobilno bankarstvo. Pokazalo je koje digitalne karakteristike su im važne i u kojoj mjeri te koliko često koriste pojedine usluge. Dodatno, istraživanje je pokazalo kako su im tradicionalni kanali i dalje važni, ali i kako su visoko otvoreni bankarskim uslugama koje ne pružaju tradicionalne banke.This paper conducts research on digital transformation, works on understanding the term and concept of digital transformation, the factors that influence the digital transformation and the impact of digital transformation. The global market for digital transformation is growing rapidly, which is recognized by many companies as they are starting to invest in it. In order for digital transformation to be successfully implemented, the company must have a suitable staff. Additionally, it must clearly define the technological side of the transformation and, ultimately, the transformation must be embraced by the entire organization. Digital transformation is an extremely important factor of differentiation in banking. The whole concept of banking is based on things that do not have to be in material form, such as money and information. Modern clients recognize this and expect banks to adapt quickly. They expect constant and omnichannel availability. Banks are further driven to adapt and improve their digital services by increased competition from fintech companies, which differentiate themselves by their culture, organizational structure and with speed and simplicity of service. Modern bank customers, members of Generation Y and Generation Z, are digital savvy and want quick access to information. As part of the paper, a survey of the attitudes and perceptions of these generations towards digital services and bank products was conducted. The results of the research showed that they use electronic banking to a very high extent, especially mobile banking. It showed which digital characteristics are important to them and to what extent and how often they use certain services. Additionally, the research showed that traditional channels are still important to them, but also that they are highly open to banking services that are not provided by traditional banks