Digital Services of Banks - Increasing Customer Satisfaction or Growing Digital Divide? A study on elderly Swedish bank customers' acceptance of bank's digital services

Sammanfattning: The digitalization in the banking sector has rapidly transformed the way bank customers interact with their bank and benefit from its banking services. As a result of this quick transformation, many older people feel they have been left behind and are struggling to adapt to the new way of doing the essential bank errands that needs to be done in order to still be a part of modern society. The arising question is then, what factors of acceptance in this which are making this group of people satisfied or dissatisfied with the digital services. Despite this crucial development, the field of banks digital services has as of yet mostly focused on factors influencing the acceptance of digital services and not how it also affects customer satisfaction. Few studies have focused on Sweden, which together with the other countries in Scandinavia are at the forefront of digital banking services, and elderly people, who are said to be one of the groups affected by the digitalization of banking services. The answer to the following research question "What factors of acceptance of digital banking services affect the customer satisfaction among older bank customers" is in this study answered with a deductive and quantitative research method based on an extended Technology Acceptance Model. The findings are that perceived Ease of Use, perceived Usefulness and perceived risk are affected by Trust. Another finding is that when including Size of City, Gender and Education in our model, perceived Ease of use is not important among older bank customers. The contribution to this field is a stronger understanding of elderly people and why their relation with digital banking services looks like it does.