Digitaliseringens påverkan på en banks värdegrunder “En fallstudie på ett av Handelsbankens lokala kontors upplevda påverkan av digitaliseringens inflytande på medarbetarnas vardagliga arbete”

Abstract

There is an ever faster growing technological development in today’s society and high demands are challenging companies and organizations to adapt and increasingly offer their products and services in digital formats. This also requires banks and financial institutions to change their operations from traditional physical meetings. The purpose of this study is to show how digitalisation affects employees’ everyday work at one of Handelsbanken's local branches, and to make visible employees’ perceived feelings during such a phase of change. The study thus sheds light on how Handelsbanken's digitalisation journey can affect the organization’s permeated values: building long-term relationships, close to customers and local presence. To create a deeper understanding, theory has been presented within the subjects of digitization, change and the values mentioned. The approach to collect data was qualitative and collected through semi-structured interviews. All of the office’s 11 employees’ were interviewed about their experienced feelings about digitalisation and its impact on their everyday work and the bank's values. Through analysis of theory and empirical data, connections have been displayed as a basis for the study's conclusion. In its entirety, it showed that the three values are constantly "crossing each other’s paths" in everyday work at the local branch. It was noted that the impact of digitalisation on relationship building was challenged, but was overall beneficial in the value close to customers. The local presence has proven to be a meeting place for creation of relationship and trust, and is thus not significantly affected by the digitalisation. The employees’ experienced uncertainty in how to meet customers digitally with the same value creation as before, but they see advantages in how digitalisation has established tools that facilitate the employees´ everyday work.