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Les digital natives vont-ils réinventer la banque ou la faire sauter ?

Author

Listed:
  • Maria Mercanti-Guérin

    (LIRSA - Laboratoire interdisciplinaire de recherche en sciences de l'action - CNAM - Conservatoire National des Arts et Métiers [CNAM] - HESAM - HESAM Université - Communauté d'universités et d'établissements Hautes écoles Sorbonne Arts et métiers université)

Abstract

Les digital natives représentent une cible incontournable pour les banques. Pourtant, elles rencontrent un certain nombre de difficultés à communiquer avec ce segment de clientèle et à le fidéliser. L'utilisation de stratégies fondées sur le mobile, les communautés et le phygical représente une voie intéressante d'adaptation aux besoins des digital natives. La création de produits bancaires numériques n'empêche pas ces derniers de créer de nouvelles formes de bancarisation et des modes de financement plus participatifs qui, à terme, pourraient menacer le système bancaire traditionnel

Suggested Citation

  • Maria Mercanti-Guérin, 2015. "Les digital natives vont-ils réinventer la banque ou la faire sauter ?," Post-Print hal-02055191, HAL.
    • Handle: RePEc:hal:journl:hal-02055191
    DOI: 10.3917/ems.steng.2015.01.0253
    Note: View the original document on HAL open archive server: https://hal.science/hal-02055191
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    Keywords

    banque; Digital natives;

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