Economic Themes (2023) 61 (4) 8, 585-602
Slađana Barjaktarović Rakočević, Željko Spasenić, Nela Rakić
Abstract: The number of users of digital banking services has grown in recent decade, since digital banking services are being done easier, faster and at lower cost than banking services performed in a traditional face-to-face manner. Banks should work on enhancing their digital services according to their demand and conveniently improve customer experience especially for unbanked younger generations. The aim of this paper is to reveal student’s perception of digital banking services in Serbia. Research has been conducted via empirical survey in the form of an online questionnaire, with the descriptive statistics applied. The results showed diverse pattern of digital banking engagement with the largest proportion of students specifying that they use DBS at least once per week. When they did use banking services, most often they used them for money transfer and paying bills, emphasizing the vital role of digital platforms in facilitating financial transactions. Overall students’ satisfaction with DBS is on the high level, and students appreciate technologies development of banking offerings. The results of this research could be used by banks to reveal students’ perception on digital banking service, and to help them create adequate digital services and pivot their business models in that direction.
Keywords: banks; digital banking services - DBS; mobile banking; students’ perspective; youth.
DIGITAL BANKING SERVICES – STUDENTS’ PERSPECTIVE
Slađana Barjaktarović Rakočević, Željko Spasenić, Nela Rakić
Abstract: The number of users of digital banking services has grown in recent decade, since digital banking services are being done easier, faster and at lower cost than banking services performed in a traditional face-to-face manner. Banks should work on enhancing their digital services according to their demand and conveniently improve customer experience especially for unbanked younger generations. The aim of this paper is to reveal student’s perception of digital banking services in Serbia. Research has been conducted via empirical survey in the form of an online questionnaire, with the descriptive statistics applied. The results showed diverse pattern of digital banking engagement with the largest proportion of students specifying that they use DBS at least once per week. When they did use banking services, most often they used them for money transfer and paying bills, emphasizing the vital role of digital platforms in facilitating financial transactions. Overall students’ satisfaction with DBS is on the high level, and students appreciate technologies development of banking offerings. The results of this research could be used by banks to reveal students’ perception on digital banking service, and to help them create adequate digital services and pivot their business models in that direction.
Keywords: banks; digital banking services - DBS; mobile banking; students’ perspective; youth.
