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Publication
Cross-buying: estratégia bancária para desafios do open banking em Portugal
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| 12.9 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O setor bancário tradicional em Portugal enfrenta desafios significativos com o aparecimento do open banking, impulsionado por mudanças regulatórias como a Segunda Diretiva de Serviços de Pagamento (PSD2). O open banking permite que terceiras partes acedam a dados bancários dos clientes, aumentando a concorrência e exigindo serviços mais personalizados e inovadores. Este estudo investiga os fatores
que influenciam as intenções de cross-buying dos clientes nesse novo ambiente regulatório e tecnológico.
O problema de investigação aborda como a confiança, satisfação, conveniência, qualidade do serviço, equidade de pagamento e conflitos percebidos afetam as intenções de crossbuying num contexto de open banking. Adotou-se uma abordagem quantitativa e relacional, utilizando dois questionários dirigidos a clientes de instituições financeiras. O modelo conceptual foi testado através de regressão linear
múltipla e regressão logística binária, complementado por análise de clusters e correlações bivariadas.
Os principais resultados revelam o impacto significativo dos constructos preditores nas intenções de cross-buying e o efeito moderador do ambiente de open banking. Os resultados destacam como o novo cenário regulatório e tecnológico
influencia os comportamentos de cross-buying dos clientes.
Estas perceções podem auxiliar os bancos tradicionais de retalho a melhorar as suas estratégias de retenção e personalização de ofertas para permanecer competitivos num contexto open banking. Esta tese oferece contribuições para a compreensão da interação
entre cross-buying e open banking, apresentando recomendações práticas para que as instituições financeiras tradicionais possam obter uma vantagem estratégica na disputa de um novo mercado cada vez mais aberto.
The traditional banking sector in Portugal faces significant challenges with the advent of open banking, driven by regulatory changes such as the Second Payment Services Directive (PSD2). Open banking allows third parties to access customers' banking data, increasing competition and demanding more personalized and innovative services. This study investigates the factors influencing customers' crossbuying intentions in this new regulatory and technological environment. The research problem addresses how trust, satisfaction, convenience, service quality, payment equity, and perceived conflicts affect cross-buying intentions in an open banking context. A quantitative and relational approach was adopted, using two questionnaires directed at clients of financial institutions. The conceptual model was tested through multiple linear regression and binary logistic regression, complemented by cluster analysis and bivariate correlations. The main results reveal the significant impact of predictor constructs on cross-buying intentions and the moderating effect of the open banking environment. The results highlight how the new regulatory and technological landscape influences customers' cross-buying behaviors. These insights can help traditional retail banks improve their retention strategies and personalize their offerings to remain competitive in the open banking era. This thesis offers contributions to understanding the interaction between cross-buying and open banking, presenting practical recommendations for traditional financial institutions to gain a strategic advantage in an increasingly op open market.
The traditional banking sector in Portugal faces significant challenges with the advent of open banking, driven by regulatory changes such as the Second Payment Services Directive (PSD2). Open banking allows third parties to access customers' banking data, increasing competition and demanding more personalized and innovative services. This study investigates the factors influencing customers' crossbuying intentions in this new regulatory and technological environment. The research problem addresses how trust, satisfaction, convenience, service quality, payment equity, and perceived conflicts affect cross-buying intentions in an open banking context. A quantitative and relational approach was adopted, using two questionnaires directed at clients of financial institutions. The conceptual model was tested through multiple linear regression and binary logistic regression, complemented by cluster analysis and bivariate correlations. The main results reveal the significant impact of predictor constructs on cross-buying intentions and the moderating effect of the open banking environment. The results highlight how the new regulatory and technological landscape influences customers' cross-buying behaviors. These insights can help traditional retail banks improve their retention strategies and personalize their offerings to remain competitive in the open banking era. This thesis offers contributions to understanding the interaction between cross-buying and open banking, presenting practical recommendations for traditional financial institutions to gain a strategic advantage in an increasingly op open market.
Description
Keywords
Cross-buying Open banking Análise da Solução de Clusters Correlação Bivariada Regressão Linear Múltipla Regressão Logística Binária