Abstract
This chapter discusses bank customer perceptions of digital banking and the impersonalisation barrier. It compares the perceptions of various groups of customers based on empirical evidence from Sweden. In 2020, a pilot-tested online questionnaire was sent to young and old, urban and rural, and high- and low-income bank customer groups and the data were statistically analysed. Overall, it is argued that the impersonalisation barrier makes the ongoing transition from traditional to digital banking difficult. All studied groups, old bank customers in particular, perceive the impersonalisation barrier as significant. This indicates that the risk of the financial exclusion of some bank customer groups must be considered in an increasingly digital environment. However, the relatively low impersonalisation concerns among young bank customers indicate that this group represents a promising market for ongoing digital banking development. This group also stands out regarding its intention to increase the use of digital banking.
TopDigital Banking, Impersonalisation, And Various Types Of Bank Customers
As indicated, adoption of digital banking innovations can evoke resistance by creating an impersonalisation barrier, which can be perceived differently by various groups of bank customers. In other words, in the growing digital financial environment and amidst ongoing digital developments, some customers seem to be more sensitive than others to having more limited personal contacts with bank employees.
Key Terms in this Chapter
Urban Bank Customers: Bank customers who live in settlements with more than 50,000 inhabitants.
High-Income Bank Customers: Bank customers earning more than SEK 40,000 per month.
Dehumanisation: The lack of human characteristics such as sympathy, similar to impersonalisation.
Rural Bank Customers: Bank customers who live in settlements with fewer than 15,000 inhabitants.
Impersonalisation: The lack of personal contact and communication in a specific context.
Young Bank Customers: Bank customers 18–29 years old.
Digital Banking: The use of banking services through the Internet, offering a range of potential advantages such as greater accessibility and convenience.
Low-Income Bank Customers: Bank customers earning less than SEK 30,000 per month.
Old Bank Customers: Bank customers over 53 years old.