HUMAN VS. MACHINE: PERCEPTION OF THE ELDERLY FOR TRANSFORMATION FROM COUNTER SERVICE TO SELF-SERVICE IN THE BANKING SECTOR

This paper examines the use and efficiency of electronic banking (e-banking) services by elderly bank customers.
Technological innovation is driving a strategic transformation in the delivery models of services, but elderly individuals typically face unique challenges in adopting. The objective of this paper is to examine such challenges and propose avenues to maximize the efficiency, accessibility, and inclusiveness of e-banking services for this population.
To achieve this, a structured two-stage analysis was conducted using existing literature and secondary data available. The comparative study in stage one is between traditional in-branch counter services and newer self-service channels such as mobile apps, e-banking websites, and self-service kiosks. The second stage involves attitudes, opinions, and trust of elderly customers in these self-service technologies. One of the advantages of this study is that it accounts for geographical variation, so that the variations across regions in attitudes and adoption rates can be explained, and a fuller and more detailed picture given. The study findings are aimed to extracting valuable, evidence-based lessons for financial institutions.
Finally, this paper also aimed to provide banks with concrete recommendations for enhancing their delivery models so that they are not only effective and cost-effective but also genuinely inclusive and accessible to a growing number of elderly people.