O Banco na Palma da Mão - A Institucionalização do Uso do Mobile Banking: Estudo em uma Agência Bancária de Guarapuava/Pr

Detalhes bibliográficos
Autor(a) principal: Silva, Jéssica Martins da
Data de Publicação: 2018
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações do UNICENTRO
Texto Completo: http://tede.unicentro.br:8080/jspui/handle/jspui/1419
Resumo: Recognizing the importance of financial institutions for the economy and innovations that have occurred in the banking sector, this study aimed to verify how the use of mobile banking is being institutionalized under the perspective of clients and employees of a bank agency located in the city of Guarapuava / PR. The theoretical and analytical basis is based on the Institutional Theory, especially in the stages of institutionalization as defined by Tolbert and Zucker (1999) - habitualization, objectification and sedimentation; and in studies related to mobile banking. As for the methodology, the first phase of the study was characterized by qualitative research with descriptive purposes, whose data collection occurred through semi-structured interviews with eight employees, journal of research and reports and documents provided by the organization. Now, the second phase presented a quantitative nature, questionnaires with Likert-type scale were applied to a sample of 382 clients. Under the perspective of the employees, the interviewees considered mobile banking an innovation that occurred due to external pressures to the organization; the interviewees also stated that there is no concordance of all involved (clients and employees) regarding the use of mobile banking. However, employees recognize the benefits of using the tool, positive results have already been realized in the day-to-day, and they believe its use will be consolidated. Under the perspective of the costumers, 63.4% of those respondents are users of mobile banking and 36.6% claimed not to use this self-service tool. Non-users are not aware and / or have insecurity about using it. They also considered other factors relating to non-use: incompatibility of application with some mobile phones, complexity regarding the use of technologies, and the need for initial demonstration of the use of the application. By means of the statistical results, three distinct groups were observed among the clients surveyed; thus, the groups were classified as low, moderate and high, relating to the stages of institutionalization. In this context, the stage of sedimentation is more perceived by costumers, however, it cannot be said that the tool is fully institutionalized. The organizational consciousness must be worked on, so that the culture to encourage the use of mobile banking is internalized by its members and passed on to clients; highlight the security and evidence that the user is protected in the event of fraud. In this way, it is considered that, under the perspective of employees and clients, mobile banking has reached the stage of habitualization defined by Tolbert and Zucker (1999): in this stage, causal forces are characterized as a process of innovation, in the studied context it refers to the introduction of the use of mobile banking, incited by factors external to the organization - technological changes and market forces - the fifth wave of banking technological innovation and the use of mobile banking by society. This stage is also characterized by the presence of new structural arrangements, which are transformed into policies, rules or procedures (normative manuals and contracts regarding the use of mobile banking). As a contribution, the present study helped in understanding the process of institutionalization of mobile banking and identified actions for improvement related to it.
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spelling Costa, Zoraide da Fonsecahttp://lattes.cnpq.br/1522810816015884064.439.709-85http://lattes.cnpq.br/6872998014058302Silva, Jéssica Martins da2021-03-11T17:48:24Z2018-03-22Silva, Jéssica Martins da. O Banco na Palma da Mão - A Institucionalização do Uso do Mobile Banking: Estudo em uma Agência Bancária de Guarapuava/Pr. 2018. 98 f. Dissertação (Programa de Pós-Graduação em Administração - Mestrado Profissional) - Universidade Estadual do Centro-Oeste, Guarapuava-PR.http://tede.unicentro.br:8080/jspui/handle/jspui/1419Recognizing the importance of financial institutions for the economy and innovations that have occurred in the banking sector, this study aimed to verify how the use of mobile banking is being institutionalized under the perspective of clients and employees of a bank agency located in the city of Guarapuava / PR. The theoretical and analytical basis is based on the Institutional Theory, especially in the stages of institutionalization as defined by Tolbert and Zucker (1999) - habitualization, objectification and sedimentation; and in studies related to mobile banking. As for the methodology, the first phase of the study was characterized by qualitative research with descriptive purposes, whose data collection occurred through semi-structured interviews with eight employees, journal of research and reports and documents provided by the organization. Now, the second phase presented a quantitative nature, questionnaires with Likert-type scale were applied to a sample of 382 clients. Under the perspective of the employees, the interviewees considered mobile banking an innovation that occurred due to external pressures to the organization; the interviewees also stated that there is no concordance of all involved (clients and employees) regarding the use of mobile banking. However, employees recognize the benefits of using the tool, positive results have already been realized in the day-to-day, and they believe its use will be consolidated. Under the perspective of the costumers, 63.4% of those respondents are users of mobile banking and 36.6% claimed not to use this self-service tool. Non-users are not aware and / or have insecurity about using it. They also considered other factors relating to non-use: incompatibility of application with some mobile phones, complexity regarding the use of technologies, and the need for initial demonstration of the use of the application. By means of the statistical results, three distinct groups were observed among the clients surveyed; thus, the groups were classified as low, moderate and high, relating to the stages of institutionalization. In this context, the stage of sedimentation is more perceived by costumers, however, it cannot be said that the tool is fully institutionalized. The organizational consciousness must be worked on, so that the culture to encourage the use of mobile banking is internalized by its members and passed on to clients; highlight the security and evidence that the user is protected in the event of fraud. In this way, it is considered that, under the perspective of employees and clients, mobile banking has reached the stage of habitualization defined by Tolbert and Zucker (1999): in this stage, causal forces are characterized as a process of innovation, in the studied context it refers to the introduction of the use of mobile banking, incited by factors external to the organization - technological changes and market forces - the fifth wave of banking technological innovation and the use of mobile banking by society. This stage is also characterized by the presence of new structural arrangements, which are transformed into policies, rules or procedures (normative manuals and contracts regarding the use of mobile banking). As a contribution, the present study helped in understanding the process of institutionalization of mobile banking and identified actions for improvement related to it.Reconociendo la importancia de las instituciones financieras para la economía y las innovaciones ocurridas en el sector bancario, este trabajo buscó verificar cómo se está institucionalizando el uso del mobile banking bajo la perspectiva de clientes y empleados de una agencia bancaria ubicada en la ciudad de Guarapuava / PR. La base teórica y analítica se basa en la Teoría Institucional, principalmente, en las etapas de institucionalización definidos por Tolbert y Zucker (1999) - habitualización, objetivación y sedimentación; y en estudios referentes al mobile banking. En cuanto a la metodología, la primera fase del estudio se caracterizó por la investigación cualitativa con fines descriptivos, cuya recolección de datos ocurrió por medio de encuestas/entrevistas semiestructuradas con ocho empleados, diario de investigación e informes y documentos proporcionados por la organización. Ya, la segunda fase presentó naturaleza cuantitativa, fueron aplicados cuestionarios con escala del tipo Likert a una muestra de 382 clientes. Bajo la perspectiva de los empleados, los encuestados consideraron el mobile banking una innovación ocurrida debido a presiones externas a la organización; los encuestados también afirmaron que no hay concordancia del todo involucrado (clientes y empleados) en relación al uso del mobile banking. Sin embargo, los empleados reconocen los beneficios de la utilización de la herramienta, los resultados positivos fueron percebidos en el día a día y éstos creen que su uso se consolidará. Bajo la perspectiva de los clientes, el 63,4% de los encuestados son usuarios del mobile banking y el 36,6% alegaron no utilizar esa herramienta de autoservicio. Los no usuarios desconocen y / o tienen inseguridad en utilizarla, también consideraron otros factores referentes al no uso: incompatibilidad del aplicativo con algunos aparatos celulares, complejidad referente al uso de tecnologías y la necesidad de demostración inicial del uso del aplicativo. Por medio de los resultados estadísticos, se observaron tres grupos distintos entre los clientes encuestados, de esa forma, los grupos fueron clasificados en reducido, moderado y elevado, relacionándose con las etapas de institucionalización. En este contexto, la etapa de sedimentación es más percebida por los clientes, sin embargo, no se puede afirmar que la herramienta está totalmente institucionalizada. La conciencia organizacional debe ser trabajada, para que la cultura al incentivo al uso del mobile banking sea internalizada por sus miembros y repasada a los clientes; destacar la seguridad y evidenciar que el usuario está amparado en caso de fraude. De esta forma, se considera que, bajo la perspectiva de los empleados y de los clientes, el mobile banking alcanzó la etapa de habitualización definida por Tolbert y Zucker (1999): En esta etapa las fuerzas causales se caracterizan como un proceso de innovación, en el contexto estudiado se refiere a la introducción del uso del mobile banking, incitado por factores externos a la organización - cambios tecnológicos y fuerzas de mercado - quinta ola de innovación tecnológica bancaria y la utilización del mobile banking por la sociedad. Esta etapa también se caracteriza por la presencia de nuevos arreglos estructurales, los cuales se transforman en políticas, reglas o procedimientos (manuales normativos y contratos referentes al uso del mobile banking). Como contribución, el presente estudio ayudó en comprender el proceso de institucionalización del mobile banking e identificó acciones de mejora referentes al mismo.Reconhecendo a importância das instituições financeiras para a economia e as inovações ocorridas no setor bancário, este trabalho buscou verificar como está se institucionalizando o uso do mobile banking sob a perspectiva de clientes e funcionários de uma agência bancária localizada na cidade de Guarapuava/PR. A base teórica e analítica baseia-se na Teoria Institucional, principalmente, nos estágios de institucionalização definidos por Tolbert e Zucker (1999) – habitualização, objetificação e sedimentação; e em estudos referentes ao mobile banking. Quanto à metodologia, a primeira fase do estudo caracterizou-se pela pesquisa qualitativa com fins descritivos, cuja coleta de dados ocorreu por meio de entrevistas semiestruturadas com oito funcionários, diário de pesquisa e relatórios e documentos fornecidos pela organização. Já, a segunda fase apresentou natureza quantitativa, foram aplicados questionários com escala do tipo Likert a uma amostra de 382 clientes. Sob a perspectiva dos funcionários, os entrevistados consideraram o mobile banking uma inovação ocorrida devido a pressões externas à organização; os entrevistados também afirmaram que não há concordância do todo envolvido (clientes e funcionários) com relação ao uso do mobile banking. Todavia, os funcionários reconhecem os benefícios da utilização da ferramenta, os resultados positivos já foram percebidos no dia-a-dia e estes acreditam que seu uso se consolidará. Sob a perspectiva dos clientes, 63,4% dos pesquisados são usuários do mobile banking e 36,6% alegaram não utilizar essa ferramenta de autoatendimento. Os não usuários desconhecem e/ou ter insegurança em utilizá-la, também consideraram outros fatores referentes a não utilização: incompatibilidade do aplicativo com alguns aparelhos celulares, complexidade referente ao uso de tecnologias e a necessidade de demonstração inicial do uso do aplicativo. Por meio dos resultados estatísticos, observaram-se três grupos distintos entre os clientes pesquisados, dessa forma, os grupos foram classificados em reduzido, moderado e elevado, relacionando-se com os estágios de institucionalização. Nesse contexto, o estágio de sedimentação é mais percebido pelos clientes, contudo, não se pode afirmar que a ferramenta está totalmente institucionalizada. A consciência organizacional deve ser trabalhada, para que a cultura ao incentivo ao uso do mobile banking seja internalizada por seus membros e repassada aos clientes; destacar a segurança e evidenciar que o usuário está amparado caso ocorram fraudes. Dessa forma, considera-se que, sob a perspectiva dos funcionários e dos clientes, o mobile banking alcançou o estágio de habitualização definido por Tolbert e Zucker (1999): nesse estágio as forças causais caracterizam como um processo de inovação, no contexto estudado refere-se a introdução do uso do mobile banking, incitado por fatores externos à organização - mudanças tecnológicas e forças de mercado - quinta onda de inovação tecnológica bancária e a utilização do mobile banking pela sociedade. Esse estágio também se caracteriza pela presença de novos arranjos estruturais, os quais se transformam em políticas, regras ou procedimentos (manuais normativos e contratos referentes ao uso do mobile banking). Como contribuição, o presente estudo auxiliou em compreender o processo de institucionalização do mobile banking e identificou ações de melhoria referente ao mesmo.Submitted by Fabiano Jucá (fjuca@unicentro.br) on 2021-03-11T17:48:24Z No. of bitstreams: 1 DISSERTAÇÃO JESSICA MARTINS DA SILVA.pdf: 1337960 bytes, checksum: 0b7f18067720479d4347eb3ec54dae56 (MD5)Made available in DSpace on 2021-03-11T17:48:24Z (GMT). No. of bitstreams: 1 DISSERTAÇÃO JESSICA MARTINS DA SILVA.pdf: 1337960 bytes, checksum: 0b7f18067720479d4347eb3ec54dae56 (MD5) Previous issue date: 2018-03-22Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESapplication/pdfhttp://tede.unicentro.br:8080/jspui/retrieve/5380/DISSERTA%c3%87%c3%83O%20JESSICA%20MARTINS%20DA%20SILVA.pdf.jpghttp://tede.unicentro.br:8080/jspui/retrieve/5382/DISSERTA%c3%87%c3%83O%20JESSICA%20MARTINS%20DA%20SILVA.pdf.jpgporUniversidade Estadual do Centro-OestePrograma de Pós-Graduação em Administração (Mestrado Profissional)UNICENTROBrasilUnicentro::Departamento de Ciências Sociais AplicadasInstitucionalizaçãoBancosMobile BankingInstitutionalizationBanksMobile BankingInstitucionalizaciónbancosMobile BankingCIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOO Banco na Palma da Mão - A Institucionalização do Uso do Mobile Banking: Estudo em uma Agência Bancária de Guarapuava/PrThe Bank in the Palm of the Hand - The Institutionalization of the Use of Mobile Banking: Study in a Banking Agency of Guarapuava / PrEl Banco en la Palma de la Mano - La Institucionalización del Uso del Mobile Banking: Estudio en una Agencia Bancaria de Guarapuava / Prinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-2696880226584888370600500600600-274265709324890417880240354326327782212075167498588264571info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações do UNICENTROinstname:Universidade Estadual do Centro-Oeste (UNICENTRO)instacron:UNICENTROTHUMBNAILDISSERTAÇÃO JESSICA MARTINS DA SILVA.pdf.jpgDISSERTAÇÃO JESSICA MARTINS DA SILVA.pdf.jpgimage/jpeg1948http://localhost:8080/tede/bitstream/jspui/1419/4/DISSERTA%C3%87%C3%83O+JESSICA+MARTINS+DA+SILVA.pdf.jpgf60445b1c05f96f747027777ad1db785MD54TEXTDISSERTAÇÃO JESSICA MARTINS DA SILVA.pdf.txtDISSERTAÇÃO JESSICA MARTINS DA SILVA.pdf.txttext/plain207195http://localhost:8080/tede/bitstream/jspui/1419/3/DISSERTA%C3%87%C3%83O+JESSICA+MARTINS+DA+SILVA.pdf.txt1cda4fc4b550244627a83ab699701955MD53THUMBNAILDISSERTAÇÃO JESSICA MARTINS DA SILVA.pdf.jpgDISSERTAÇÃO JESSICA MARTINS DA SILVA.pdf.jpgimage/jpeg1948http://localhost:8080/tede/bitstream/jspui/1419/4/DISSERTA%C3%87%C3%83O+JESSICA+MARTINS+DA+SILVA.pdf.jpgf60445b1c05f96f747027777ad1db785MD54TEXTDISSERTAÇÃO JESSICA MARTINS DA SILVA.pdf.txtDISSERTAÇÃO JESSICA MARTINS DA SILVA.pdf.txttext/plain207195http://localhost:8080/tede/bitstream/jspui/1419/3/DISSERTA%C3%87%C3%83O+JESSICA+MARTINS+DA+SILVA.pdf.txt1cda4fc4b550244627a83ab699701955MD53ORIGINALDISSERTAÇÃO JESSICA MARTINS DA SILVA.pdfDISSERTAÇÃO JESSICA MARTINS DA SILVA.pdfapplication/pdf1337960http://localhost:8080/tede/bitstream/jspui/1419/2/DISSERTA%C3%87%C3%83O+JESSICA+MARTINS+DA+SILVA.pdf0b7f18067720479d4347eb3ec54dae56MD52LICENSElicense.txtlicense.txttext/plain; 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dc.title.por.fl_str_mv O Banco na Palma da Mão - A Institucionalização do Uso do Mobile Banking: Estudo em uma Agência Bancária de Guarapuava/Pr
dc.title.alternative.eng.fl_str_mv The Bank in the Palm of the Hand - The Institutionalization of the Use of Mobile Banking: Study in a Banking Agency of Guarapuava / Pr
dc.title.alternative.spa.fl_str_mv El Banco en la Palma de la Mano - La Institucionalización del Uso del Mobile Banking: Estudio en una Agencia Bancaria de Guarapuava / Pr
title O Banco na Palma da Mão - A Institucionalização do Uso do Mobile Banking: Estudo em uma Agência Bancária de Guarapuava/Pr
spellingShingle O Banco na Palma da Mão - A Institucionalização do Uso do Mobile Banking: Estudo em uma Agência Bancária de Guarapuava/Pr
Silva, Jéssica Martins da
Institucionalização
Bancos
Mobile Banking
Institutionalization
Banks
Mobile Banking
Institucionalización
bancos
Mobile Banking
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
title_short O Banco na Palma da Mão - A Institucionalização do Uso do Mobile Banking: Estudo em uma Agência Bancária de Guarapuava/Pr
title_full O Banco na Palma da Mão - A Institucionalização do Uso do Mobile Banking: Estudo em uma Agência Bancária de Guarapuava/Pr
title_fullStr O Banco na Palma da Mão - A Institucionalização do Uso do Mobile Banking: Estudo em uma Agência Bancária de Guarapuava/Pr
title_full_unstemmed O Banco na Palma da Mão - A Institucionalização do Uso do Mobile Banking: Estudo em uma Agência Bancária de Guarapuava/Pr
title_sort O Banco na Palma da Mão - A Institucionalização do Uso do Mobile Banking: Estudo em uma Agência Bancária de Guarapuava/Pr
author Silva, Jéssica Martins da
author_facet Silva, Jéssica Martins da
author_role author
dc.contributor.advisor1.fl_str_mv Costa, Zoraide da Fonseca
dc.contributor.advisor1Lattes.fl_str_mv http://lattes.cnpq.br/1522810816015884
dc.contributor.authorID.fl_str_mv 064.439.709-85
dc.contributor.authorLattes.fl_str_mv http://lattes.cnpq.br/6872998014058302
dc.contributor.author.fl_str_mv Silva, Jéssica Martins da
contributor_str_mv Costa, Zoraide da Fonseca
dc.subject.por.fl_str_mv Institucionalização
Bancos
Mobile Banking
topic Institucionalização
Bancos
Mobile Banking
Institutionalization
Banks
Mobile Banking
Institucionalización
bancos
Mobile Banking
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
dc.subject.eng.fl_str_mv Institutionalization
Banks
Mobile Banking
dc.subject.spa.fl_str_mv Institucionalización
bancos
Mobile Banking
dc.subject.cnpq.fl_str_mv CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
description Recognizing the importance of financial institutions for the economy and innovations that have occurred in the banking sector, this study aimed to verify how the use of mobile banking is being institutionalized under the perspective of clients and employees of a bank agency located in the city of Guarapuava / PR. The theoretical and analytical basis is based on the Institutional Theory, especially in the stages of institutionalization as defined by Tolbert and Zucker (1999) - habitualization, objectification and sedimentation; and in studies related to mobile banking. As for the methodology, the first phase of the study was characterized by qualitative research with descriptive purposes, whose data collection occurred through semi-structured interviews with eight employees, journal of research and reports and documents provided by the organization. Now, the second phase presented a quantitative nature, questionnaires with Likert-type scale were applied to a sample of 382 clients. Under the perspective of the employees, the interviewees considered mobile banking an innovation that occurred due to external pressures to the organization; the interviewees also stated that there is no concordance of all involved (clients and employees) regarding the use of mobile banking. However, employees recognize the benefits of using the tool, positive results have already been realized in the day-to-day, and they believe its use will be consolidated. Under the perspective of the costumers, 63.4% of those respondents are users of mobile banking and 36.6% claimed not to use this self-service tool. Non-users are not aware and / or have insecurity about using it. They also considered other factors relating to non-use: incompatibility of application with some mobile phones, complexity regarding the use of technologies, and the need for initial demonstration of the use of the application. By means of the statistical results, three distinct groups were observed among the clients surveyed; thus, the groups were classified as low, moderate and high, relating to the stages of institutionalization. In this context, the stage of sedimentation is more perceived by costumers, however, it cannot be said that the tool is fully institutionalized. The organizational consciousness must be worked on, so that the culture to encourage the use of mobile banking is internalized by its members and passed on to clients; highlight the security and evidence that the user is protected in the event of fraud. In this way, it is considered that, under the perspective of employees and clients, mobile banking has reached the stage of habitualization defined by Tolbert and Zucker (1999): in this stage, causal forces are characterized as a process of innovation, in the studied context it refers to the introduction of the use of mobile banking, incited by factors external to the organization - technological changes and market forces - the fifth wave of banking technological innovation and the use of mobile banking by society. This stage is also characterized by the presence of new structural arrangements, which are transformed into policies, rules or procedures (normative manuals and contracts regarding the use of mobile banking). As a contribution, the present study helped in understanding the process of institutionalization of mobile banking and identified actions for improvement related to it.
publishDate 2018
dc.date.issued.fl_str_mv 2018-03-22
dc.date.accessioned.fl_str_mv 2021-03-11T17:48:24Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
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dc.identifier.citation.fl_str_mv Silva, Jéssica Martins da. O Banco na Palma da Mão - A Institucionalização do Uso do Mobile Banking: Estudo em uma Agência Bancária de Guarapuava/Pr. 2018. 98 f. Dissertação (Programa de Pós-Graduação em Administração - Mestrado Profissional) - Universidade Estadual do Centro-Oeste, Guarapuava-PR.
dc.identifier.uri.fl_str_mv http://tede.unicentro.br:8080/jspui/handle/jspui/1419
identifier_str_mv Silva, Jéssica Martins da. O Banco na Palma da Mão - A Institucionalização do Uso do Mobile Banking: Estudo em uma Agência Bancária de Guarapuava/Pr. 2018. 98 f. Dissertação (Programa de Pós-Graduação em Administração - Mestrado Profissional) - Universidade Estadual do Centro-Oeste, Guarapuava-PR.
url http://tede.unicentro.br:8080/jspui/handle/jspui/1419
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dc.publisher.none.fl_str_mv Universidade Estadual do Centro-Oeste
dc.publisher.program.fl_str_mv Programa de Pós-Graduação em Administração (Mestrado Profissional)
dc.publisher.initials.fl_str_mv UNICENTRO
dc.publisher.country.fl_str_mv Brasil
dc.publisher.department.fl_str_mv Unicentro::Departamento de Ciências Sociais Aplicadas
publisher.none.fl_str_mv Universidade Estadual do Centro-Oeste
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