Digital Maturity in Financial Services: An Application of the Berghaus and Back (2016) Model in Brazil.

Authors

  • Yasmin Conolly Carolino Escola Superior de Propaganda e Marketing - ESPM, São Paulo, (Brasil)
  • Pedro Paulo Santos Cavalcante Escola Superior de Propaganda e Marketing – ESPM, São Paulo (Brazil)
  • Thelma Valéria Rocha Escola Superior de Propaganda e Marketing - ESPM, São Paulo, (Brasil)
  • Marcelo Gabriel Escola Superior de Propaganda e Marketing - ESPM, São Paulo, (Brasil)

DOI:

https://doi.org/10.53946/rmrreview.v5i1.66

Keywords:

Digital maturity, Digital maturity models, Digital transformation, Financial services

Abstract

Objetivo do estudo: Mensurar a percepção de maturidade digital por gestores do segmento de intermediação financeira.

Metodologia/abordagem: Foi realizada uma pesquisa com 305 gerentes, diretores e executivos de nível C de empresas de serviços financeiros que operam no país.

Principais resultados: O artigo sugere que o segmento de intermediação financeira se percebe como digitalmente maduro, com os bancos, especialmente seus executivos, tendo uma visão mais otimista sobre sua digitalização.

Contribuições teóricas/metodológicas: O artigo avança a literatura sobre escalas ao validar a aplicação da escala de maturidade digital de Berghaus e Bach (2016), que havia sido testada no setor hoteleiro e de franquias e, com algumas considerações, a escala também funciona para empresas do setor financeiro.

Relevância/originalidade: O estudo demonstra a jornada que as empresas devem percorrer, seja para permanecer ou se tornar líderes na digitalização.

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Author Biographies

Yasmin Conolly Carolino, Escola Superior de Propaganda e Marketing - ESPM, São Paulo, (Brasil)

Mestranda em Comunicação e Práticas de Consumo pela Escola Superior de Propaganda e Marketing - ESPM, São Paulo, (Brasil). 

Pedro Paulo Santos Cavalcante, Escola Superior de Propaganda e Marketing – ESPM, São Paulo (Brazil)

Doutorando em Administração pela Escola Superior de Propaganda e Marketing – ESPM, São Paulo (Brasil). 

Thelma Valéria Rocha, Escola Superior de Propaganda e Marketing - ESPM, São Paulo, (Brasil)

Doutora em Administração de Empresas pela Faculdade de Economia, Administração, Contabilidade e Atuária da Universidade de São Paulo - FEA/USP, São Paulo, (Brasil). Professora do Programa de Pós-Graduação em Administração - PPGA da Escola Superior de Propaganda e Marketing - ESPM.

Marcelo Gabriel, Escola Superior de Propaganda e Marketing - ESPM, São Paulo, (Brasil)

Doutor em Educação (Ciência e Tecnologia) pela Universidade Estadual de Campinas – UNICAMP, São Paulo, (Brasil). Professor do Programa de Pós-Graduação em Administração e do Programa de Mestrado Profissional em Comportamento do Consumidor da Escola Superior de Propaganda e Marketing - ESPM

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Published

2025-05-14

How to Cite

Carolino, Y. C., Santos Cavalcante, P. P., Rocha, T. V., & Gabriel, M. (2025). Digital Maturity in Financial Services: An Application of the Berghaus and Back (2016) Model in Brazil. Retail Management Review, 5(1), e66. https://doi.org/10.53946/rmrreview.v5i1.66

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Visão do executivo