The Relationship between the Technology Readiness Index (Tri) and the Quality of Digital Services of Brazilian Financial Institutions

Abstract

This study aims to identify the technological readiness variables associated with the quality perceived by customers who use digital services offered by banking institutions operating in Brazil. Descriptive quantitative research, in cross-section, with a sample of 958 clients of financial institutions operating in Brazil. The data were analysed using Structural Equation Modelling and multigroup analysis using SmartPLS. Given the growth of Fintech driven by disruptive technologies, traditional banking segments are looking for a competitive advantage to retain their customers. The findings showed that optimism and innovativeness have a positive influence on perceived quality. In contrast, discomfort with functional and physical risk, discomfort with embarrassment, and insecurity with information have a negative influence on perceived quality. Insecurity due to lack of contact does not influence the quality perceived by customers. There are also no differences regarding the gender and income of customers and the type of bank with whom they have a relationship, only in the group between public and private banks in the relationship between innovativeness and perceived quality. However, the explanatory power of the model indicates that other factors also impact this relationship. Although Fintech is growing at an accelerated pace, traditional bank customers seek other factors that impact perceived quality. In this way, it shows that traditional banks can consider other organisational actions to retain customers in addition to disruptive technologies.