전통은행의 디지털 전환을 위한 핵심 과제 디지털 전환, 은행, 핀테크, 고객의 정의, 사회적 표상 이론: 전통은행과 핀테크 직원들은 고객을 다르게 인식하는가? (Key challenges for traditional banks’ digital transformation: Do traditional banks and fintech employees perceive customers differently?)

서지정보

· 발행기관 : 한국정보사회학회
· 수록지 정보 : 정보사회와 미디어 / 24권 / 2호 / 125 ~ 147페이지
· 저자명 : 강성안, 류민호

초록

4차 산업혁명이 본격화되면서 전통적인 은행들은 디지털 전환을 서두르고 있다. 그러나 국내 은행들의 디지털 전환 노력은 대부분 기술에 집중되어 있고, 디지털 환경에서의 고객에 대한 인식 자체를 변화시키고자 하는 노력은 부족하다. 디지털 전환 시대의 고객들은 이전보다 훨씬 다양한 기술적 수단을 통해 자신들의 의견을 적극적으로 표현하고 기업 활동 전반에 걸쳐 영향력을 확대하고 있다. 본 연구는 전통적인 은행의 디지털 전환 과정에서 기술 중심이 아닌 고객 중심의 접근의 필요성을 강조한다. 이를 위해, 본 연구는 사회적 표상이론을 적용해 은행과 핀테크 직원이 생각하는 고객에 대한 표상을 도출하고, 두 집단간의 차이를 분석한다. 분석 결과, 은행과 핀테크 직원의 고객에 대한 인식에는 큰 차이가 있음을 확인했다. 구체적으로 은행의 직원들은 수익적 관점에서 고객을 바라보는 경향이 큰 반면 핀테크 직원은 고객을 참여, 서비스 혁신의 관점으로 인식하고 있었다. 본 연구는 전통적인 은행과 대조 그룹인 핀테크 기업 직원들의 고객에 대한 인식의 차이를 분석해 전통 은행의 성공적인 디지털 전환을 위해서 고객에 대한 근본적인 인식 전환과 이해의 수준을 높이는 노력이 필요하다는 것을 제시한다.

영어초록

This study compares and analyzes how employees in the financial industry are looking at customers in the era of digital transformation using social representation theory methodology. Especially, it compares the representations of customers thought by employees working at traditional banks and fintech, which are representative operators in the financial industry, to analyze cases of perception of the right customers in the era of digital transformation. This study uses the social representation theory, a useful method for comparing differences in perception between groups. Social representation theory is a method of understanding a common perspective by connecting individual perceptions or actions of phenomena occurring in society to social discourse. A survey was conducted on 40 employees working at banks and fintech for the study, and all respondents provide their perception based on semi-structured questions about customers. Through the text that was provided by respondents, this study finds 13 topics that are closely related to the concept of customer, and then the core-peripheral relationship between the derived topics was identified. Finally, the maximum tree structure was used to visualize the relationship between the derived topics.
Among the 13 identified topics, bank employees were comprised of 2 core factors and 5 peripheral factors, while fintech employees consisted of 5 core factors and 7 peripheral factors. According to the results, it was confirmed that there was a difference in perception between banks and fintech employees.
First, there was a difference in terms of profit generation. Bank employees view customers as targets for sales and profit generation, while fintech employees are viewed as targets that require continuous relationships rather than direct sales and profits.
Second, there was a difference in perception of the need for relationship formation. Both banks and fintech were recognized as objects that should maintain good relationships through trust. However, from a specific point of view, bank employees try to maintain relationships with customers for profit generation, and fintech employees try to maintain relationships with customers for service innovation, such as understanding the market and setting the direction of the business.
Third, there is a difference in the attitudes toward customers. In the case of bank employees, customer priority is advocated from the customer's passive point of view, and in the case of fintech employees, customers recognize that they need to actively and actively play various roles on their own.
Fourth, it is possible to check the difference in level of understanding digital customer’s characteristics. While banks are looking at customers for profit generation, in the case of FinTech, customers should recognize them as targets that can move to new services at any time according to profits and understand that customer satisfaction and customer loyalty should be formed by providing services that suit their situation.
Overall, this study provides valuable insights into the differing perceptions of bank and fintech employees towards customers in the digital era. Understanding these disparities can help shape effective strategies for building stronger customer relationships and maximizing business outcomes.

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