Mensuração do grau de maturidade digital no segmento de serviços financeiros brasileiro

• Ano de defesa: 2024
• Autor(a) principal: Carolino, Yasmin Conolly
• Orientador(a): Rodrigues , Thelma Valéria Rocha
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional em Comportamento do Consumidor
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: Maturidade digital; Modelos de maturidade digital; Transformação digital; Serviços financeiros
• Palavras-chave em Inglês: Digital maturity; Digital maturity models; Digital transformation; Financial services
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/786

Understanding the company's degree of digital maturity is important to occur digital transformation in a strategic and more systematic way. This degree of digital maturity is the measurement of dimensions that indicate the status of digital transformation. Measurement can be done through digital maturity models. Thus, the main objective of this study is to increase current and relevant information on the measurement of digital maturity. We chose the model developed by Berghaus and Back (2016) as it gives autonomy to apply in different business segments, regarding nine dimensions: customer experience; strategy; digitization of processes; product innovation; organization; culture and skills; technology; management transformation; and cooperation. The segment studied was financial services, due to its importance in the Brazilian national context, being observed from the angle of banking companies, acquirers, means of payment, investments and digital portfolios. According to the Brazilian Institute of Geography and Statistics (IBGE), the Gross Domestic Product (GDP) of the services sector (which includes financial services) grew 4.2% in 2022. To measure the degree of maturity of the main dimensions, we conducted a survey with 269 managers, directors and C-Level executives from financial companies operating in the national territory, whether they were born in Brazil or not, born digital or not. As a result, we pointed out actions that impact the digital transformation process. As contributions, financial sector organizations will be able to plan their digital transformation in a more structured and systematic way, considering their degree of maturity. For business practice, this study can contribute as support in the transformation process of companies and list its importance to help new entrants to identify their profile, as well as consolidated companies to understand their level of digital maturity.