|M.Sc Student||Aharon Hadar Mor|
|Subject||The Transition to a Digital Bank: The Influence on|
Customer Engagement and Empowerment
|Department||Department of Industrial Engineering and Management||Supervisor||ASSOCIATE PROF. Avi Parush|
|Full Thesis text|
As the world becomes a global market, people have access to a wealth of information in various domains. Customers of financial services are exposed to substantial amount of information and financial decisions due to the growing use of internet services and the transition towards personal banking. As a result, customers with a perception of being informed will have a better understanding of financial products, will be more empowered and engaged by it, and therefore more confident in their own ability to make responsible financial decisions.
This research examined the relations between the perception of being informed, psychological processes and perceptions such as empowerment and engagement, and the resulting empowered financial behavior.
I established a theoretical model depicting the relations between all those constructs. Furthermore, by using mixed methods in three different studies, I combined both subjective research, which was based on multiple surveys, intervention experiment and statistical analysis, and objective research, which was based on big data machine learning methods.
The results suggest a relation between perception of being informed and engagement. The results also indicate that perception of being informed has a strong influence on empowerment perception and financial empowerment behavior. Furthermore, exposing customers to information, increases their empowerment perception. Some practical implications of these relations are suggested and discussed.