Limitations on the Use of ICTs in Banking Services: exploratory study from the user's perception of their limitations on access, behavior and cogntion

Abstract

This research had as main objective analyze digital limitations customers facing the new banking structure that involves systematization, automation and self-service. In reason of it is a market research that seeks to identify the sociodemographic profile of clients resistant to the use of Information and Communication Technologies (ICTs) in banking self-service in João Pessoa, it was considered more appropriate to use a positivist foundationalist and epistemological ontology supported by a quantitative approach. In this way, through the analysis performed about the digital limitations raised from customers it is concluded that themselves despite the constant growth of ICTs, there is a recurring phenomenon in the profile of users who experience difficulties in performing effective use of ICTs revealing that users with greater cognitive and behavioral limitations in using electronic channels have a prevalence among the public over 45 years old and with medium schooling.