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Publicação
Navigating tomorrow’s wallet: unveiling the distinctive financial journeys across generations
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Orientador(es)
Resumo(s)
This study examines the distinctive consumer journeys of Generations X, Y, and Z in financial services, specifically the process of opening a bank account. We employed a qualitative approach and conducted six online focus groups with bank account holders. The findings weave a compelling narrative: Generation X, cautious in their digital approach; Generation Y, seamlessly navigating both digital and non-digital realms; and Generation Z, boldly embracing the entirety of their financial journey through digital channels. Breaking new ground, this research pioneers a fresh perspective by delving into the consumer journey within financial services from the customer’s lens, offering a nuanced understanding of the evolving consumer journey in the financial sector. Beyond the academic realm, our findings hold tangible implications for industry practitioners seeking to adapt to different generations’ diverse preferences and behaviors in their financial interactions.
Descrição
Palavras-chave
Consumer journey Financial services
Contexto Educativo
Citação
Correia, R.; Lima, T.; Meneses, R. (2025). Navigating tomorrow’s wallet: unveiling the distinctive financial journeys across generations. Journal of Financial Services Marketing. ISSN 13630539. 30:2, p. 1-17
Editora
Palgrave Macmillan