Digitalization of banking services distribution channels: impacts on a bank’s organizational culture

Abstract

In recent years, numerous changes in the industry have initiated a discipline among financial institutions to differentiate themselves and remain relevant. This has spurred the evolution in the way services are marketed as institutions and products and accelerated the transition from traditional channels, such as physical branches and ATMs, to digital applications, such as internet banking and smartphone’s app. The focus of this study is to identify, through qualitative research via a case study of a private financial institution, the elements of the organizational culture that are impacted by the digitization of the distribution channels of banking services and products, in this way, it is possible to know the traits of an innovative organizational culture that favored the implementation of strategic changes and that was implemented for digitalization. It can be observed that they are guided by the three elements of the culture that had distinction, and the known elements were the most relevant impacts, among them, the way in which the leaders are guided by the elements of the thirteenth autonomy, giving, the physical layout of the workplaces, which were modified to be more modern and encourage interaction between employees regardless of the hierarchical load and the adoption of methodologies for the organization of activities in the internal areas, adopting consolidated methodologies, such as the agile model , for example.