Digital Transformation in Retail Banking: A Methodology and Application for Evaluating Digital Maturity in Retail Banking

In the era of digitalisation, the banking industry is facing one of the most extensive transformations in their history. Digitalisation continues to gain momentum and enables disruptive ways to accelerate transformation on business processes, collaboration with stakeholders, and interaction with customers. Innovative solutions combined with digital strategies foster change to meet customers’ growing expectations of a cutting-edge digital experience. However, there are currently no existing generic concepts to enable and support the digital transformation in retail banking. This master thesis examines the digital transformation of banking business models and provides a methodology to evaluate the digital maturity in retail banking. The concept of the methodology is further utilised to develop a digitalisation roadmap in order to effectively add value to the business and drive organisational change. For this research project a qualitative research approach was chosen. The master thesis is based on literature review, expert interviews, and conferences. The findings were compared with the VI-SOR maturity model and contribute to an extension of the model for digital transformation on the process level, specifically in retail banking with a focus on customer relationship management. The research findings disclose that the methodology can be applied as an appropriate approach to support digital transformation in retail banking. Furthermore, the successful application of the methodology verified the usability of the developed artefacts. Thus, the scientifically researched knowledge is channelled into practice-oriented application and makes the connection between the theoretical background and the practical relevance.