Ψηφιακός μετασχηματισμός στον τραπεζικό κλάδο: η μελέτη της Εθνικής Τράπεζας της Ελλάδος

Νομικού, Ευαγγελία

Master Thesis

Author

Νομικού, Ευαγγελία

Date

2019-11

Abstract

This Diploma Thesis focuses on the importance of digital transformation for the banking industry as well as the significant digitization achievements that have been made to date. In the first chapter, the concept of digital transformation is introduced and defined, followed by a brief historical overview of the very first steps of the digital transformation that were recorded and had an impact on the global economy. The next section of the chapter, presents the key pillars and the key building blocks in order to achieve the digital transformation, along with the advantages and disadvantages that arise. The following section of this chapter, outlines in detail the strategic decisions that businesses and organizations must take in their efforts to digitize, while always keeping the consumer experience as a priority. The remainder of the first chapter, demonstrates a detailed analysis of the digital transformation in Greece in both the private and public sectors and in addition a comparison of the performance in a European and global perspective is presented. The second chapter analyzes the digital banking and the key pillars of the digital transformation of banks. Further in this chapter, the consumer experience is discussed, thus the various techniques with the aim to improve it are presented. The following part of the second chapter addresses the evolution of the physical entity of a bank's store and the FinTechs are being overviewed. At the end of the chapter the importance of the role that social media play in promoting institutions and businesses is presented. Finally, the third chapter of this thesis presents a case study of the National Bank of Greece, along with a detailed analysis of the digital services and products that are being offered and certain strategies for the future are discussed.

Postgraduate Studies Programme

Οικονομική και Επιχειρησιακή Στρατηγική

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

102

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/12328

Collections

Τμήμα Οικονομικής Επιστήμης

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