Profiling generation Z and digital banking behaviours

: Unicre consulting project

Abstract

This dissertation identifies the lifestyle of Generation Z in Portugal, determines the factors that influence their intention to use Digital Banks and examines some examples of good practices in the market. Key findings include a high prevalence in the student community, hobbies and personal preferences related to travel, music and sports, and Revolut and Moey! as the dominant banks in the market. In addition, the designed model demonstrated the influence of performance expectation, social influence, features and hedonic motivation on the intention to use Digital Banks.Thus, Digital Banks should focus on the factors that most influence their use. They must always be able to carry out activities more productively and conveniently, offer functionalities that adapt to the customer's needs, not just basic financial solutions, but also value-added solutions, and they should increase the fun and enjoyment of the application. In addition, they should focus on specific marketing strategies through the use of social influence and long-term strategies, avoiding focusing on short-term strategies that promote impulsiveness.In short, Digital Banks must invest in the best interest of consumers, satisfy their needs and preferences and adopt longstanding strategies to increase customer satisfaction and improve their experience.

Date of Award	25 Jan 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)