| dc.description.abstract | Digital Transformation is changing the way people carry out their financial transactions. After the emergence of fintechs, traditional banks were led to accelerate the offering of digital products and services and provide omni-channel customer assistance. That is also the reality for credit unions, which are well known for having a close relationship with its members. This research aims at understanding the Digital Transformation process in a credit union. In order to achieve this goal, this study was operationalized through a quantitative research with an exploratory nature in an attempt to understand the opportunities arising from the cooperativism context of digital transformation to improve services available and customer satisfaction. This research focused on Cooperativa de Crédito SICREDI Pioneira RS, located in Rio Grande do Sul, one of the 108 cooperatives associated to Sistema Cooperativo de Crédito SICREDI (SICREDI, 2020). Four cooperative managers, three CAS Digital Transformation Team and four associates were interviewed. In addition, data triangulation was performed with the objective of validating the findings of the research found through interviews as well as the analysis of the documents, for this, two new interviews were carried out with two managers of the Cooperative and two members the CAS team. The results of this research not only present the process of digital transformation of the Cooperative, but also drivers for its continuity. For the academic context this research should foster discussions about digital transformation within credit union context. From a managing perspective it should provide drivers and relevant information about the digital transformation process for all associated cooperatives in the system SICREDI, facilitating decision making and digital transformation implementation. | en |
