¿Son los bancos responsables más capaces de afrontar los retos de la digitalización? Un análisis de la banca internacional
DOI:
https://doi.org/10.51302/rcyt.2019.4021Palabras clave:
bancos, digitalización, RSC, sostenibilidadResumen
En este trabajo analizamos el efecto conjunto que ejercen la digitalización y la responsabilidad social corporativa (RSC) sobre la banca. La digitalización y los esfuerzos decididos hacia la sostenibilidad son capaces de transformar la naturaleza de los bancos, reduciendo simultáneamente su tamaño y ampliando su cartera de negocios. La RSC contribuye a superar algunas de las consecuencias negativas de la digitalización que dificultan su potencial de transformación. En particular, la transformación digital conlleva ciertas dificultades como son la desventaja de lo nuevo, las amenazas de oportunismo percibidas por los clientes al operar en un entorno virtual (sin oficinas), la facilidad con la que los clientes pueden cambiar de proveedor financiero (costes de cambio) y la mala imagen derivada de la sustitución de empleos por tecnología. Nuestra hipótesis se confirma empíricamente con una muestra de 109 bancos multinacionales. Los resultados sugieren que la complementariedad entre la digitalización y la RSC en la banca puede constituir una forma efectiva de afrontar las desventajas de la digitalización, generando como resultado ganancias de productividad. Adicionalmente, dichas complementariedades suponen una estrategia de diferenciación frente a la amenaza competitiva de los nuevos entrantes tecnológicos.
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