Banking digitalization: conceptual and theoretical approach Case of participatory banks

Abstract

Abstract

Marketing is a discipline whose role is to bring institutions closer to their customers, digitalization is at the heart of this adaptation with the development of new information and communication technologies. In the banking sector, products and services are distinguished by the quality of service and by the price. Banks seek to have a competitive advantage by putting customer satisfaction as the main objective, but with the popularization of digitalization in all areas of our daily lives, customers have become accustomed to the new digital standards that offer customers increased customization, unlimited availability and continuous scalability over time. Digitization is based on the use of new digital technologies such as social networks, mobile technologies and integrated tools for processing customer data in order to improve the customer experience. In the case of participatory banks, digitalization requires a change in operational processes to radically improve the performance of banks and meet the requirements of customers who are looking for products that respect Sharia rules and at the same time in harmony with new trends in the economy. Innovation. The objective of our work and to know the various modes of the policy of distribution in the case of the banking sector and to be able to stress the most adequate mode for the participative banks thus we seek to study which are the factors of adoption of banking digitalization and what are the enabling technologies. In this work, we begin with a presentation of the distribution policy in the banking sector. We will present a literature review of the concept of digitalization and we conclude our research with a synthesis of technologies facilitating banking digitalization.

Keywords: Marketing; Participatory banks; distribution policy; digitalization; banking service

JEL Classification: M15, M31

Paper type: Theoretical Research