The Montepio bank is one of the oldest banks in Portugal mainly operating in the financial sector, with a strategy focused on competitive advantage and future value creation. It assumes a strategy containing of five pillars, however this thesis focuses essentially on the following one: “Continue to attract associates and enhance the mutualist offer”. Within a highly competitive market and a weak macroeconomic environment Montepio decided to attract Millennials to secure future competitiveness. Since the company has to follow the market development of targeting the next major generation, the Millennials, in order not to loose contact to its competitors, the main aim of this thesis is to analyze the online banking behavior of Millennials in Portugal. Specifically which products and services Millennials demand from a bank like Montepio, how they want to be addressed and which steps they would take to subscribe for such a product or service. The analysis is based on primary and secondary research conducted with managers of Montepio. The main results showed that tailored products, an addressing strategy along with Millennial’s peers and an all-online smooth convenient subscription journey are significantly and positively related to satisfaction between Millennials.
| Date of Award | 19 Jul 2017 |
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| Original language | English |
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| Awarding Institution | - Universidade Católica Portuguesa
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| Supervisor | Rute Xavier (Supervisor) |
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- Mestrado em Gestão e Administração de Empresas
Online banking behavior: analysis on how to attract Millennials in Portugal
Fritsch, J. (Student). 19 Jul 2017
Student thesis: Master's Thesis