Faculty of Commerce, Law and Management (ETDs)

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Browsing Faculty of Commerce, Law and Management (ETDs) by Keyword "Absa Access"

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    The Factors inhibiting the adoption of digital platforms in a South African Corporate bank
    (University of the Witwatersrand, Johannesburg, 2023) Masango, Mpho
    Almost a decade ago, Absa considered changing their branding to regain their position in the market and consequently, change how they are perceived by their clients andcustomers. The change was driven by the executive decision by both Barclays and Absa to end their standing partnership and pursue different strategic directions. Absa saw this as an opportunity to go digital, which would mean revising their current internal systems to align with this new vision This result was a response to the internal factors uncovered when the organisation assessed the current structure and business operations within, with a later consideration to external influencing macro factors considered thereafter. Absa made the call to end reliance on legacy systems, but instead, moved to build a completely new interface system for its staff and clients to use in accessing the bank’s working platform, products and services through a single sign on. However, now that the bank is in the process of gaining momentum and the necessary buy-in from their corporate clients to drive the adoption of the digital platforms, there seems to be a disconnect between the system’s perceived value and real benefit. As a result, the adoption of the Absa platform, named Absa Access, has not taken off as originally planned. The aim of the research was to investigate the factors that influence the adoption of digital platforms in a South African corporate bank. The results of this study presented the various factors that drive such adoption, as well as highlighted the roles of the different stakeholders responsible to drive this adoption. Although the digital platform is in its infant stages and has implemented a phased approach to go live, the research is focused on understanding the role of the different business leaders in influencing adoption, and how this is then migrated down to the rest of the team, and consequently, the customers. A case study approach was employed for this research. Internal surveys were used to assess Absa’s brand position from the customer’s perspective, and to assess the consumption of the legacy platform against the newer, more strategic Absa Access. The study had found that It is important for all stakeholders to work together to ensure that the adoption of digital platforms is successful. Communication, training, change management, and testing are all critical factors that must be considered to facilitate adoption and ensure that 3 the platform meets the needs of clients. Although the platform is in its infancy stage, Absa has an opportunity to correct their approach to ensure the drive for adoption