Exploring Customers’ Perceptions of Neobanks and the influence of Corporate Digital Responsibility

Myriam Ertz (), Mehrdad Kordi (), Imen Latrous () and Leyla Jaoued-Abassi ()
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Myriam Ertz: UQAC - Université du Québec à Chicoutimi
Imen Latrous: Département de sciences économiques et administratives - UQAC - Université du Québec à Chicoutimi - Département de sciences économiques et administratives
Leyla Jaoued-Abassi: IRG - Institut de Recherche en Gestion - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12 - Université Gustave Eiffel

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Abstract: Digital banking, referred to as Financial Technology (Fintech) services, is widely acclaimed for delivering financial services entirely online. These services have ushered in a wave of innovative experiences for people globally. Since the emergence of neobank services in the 2000s, significant changes in their structure have led to varying levels of acceptance worldwide. Understanding the factors influencing individuals' adoption of these services has always been crucial for fintech companies to align with client expectations and encourage more users to join. This study delves into customers' perceptions of neobanks, barriers to their adoption, and the potential of Corporate Digital Responsibility (CDR) to overcome those hurdles. We employed a qualitative approach, analyzing several semi- structured interviews conducted in two formats: individual interviews and focus group discussions. Using structured interview guides, we recruited 40 respondents with diverse demographic profiles who were interested in participating in our sessions. Among them, 21 were non-users and 19 were users of neobank services, all residing in different provinces across Canada during the interviews. The interviews were analyzed using NVivo 12 software. Our investigation revealed several dimensions, including a strong need for transparency, enhanced security, new protection protocols, supervised legislation, and a lack of access to sufficient educational materials and social inclusion. These findings underscore the importance of CDR as a primary concern for Neobanks. Additionally, ease of access, convenience in managing daily financial affairs, and 24/7 customer support emerged as motivating factors for adoption. By highlighting these insightful results, this qualitative study aims to inform the financial sector and policymakers about the current client landscape, attitudes, and mindsets, enabling them to enhance services to meet client expectations. Furthermore, it provides the academic community with the latest analysis of neobanks perceptions for future research.

Date: 2026-07-13
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Published in 32nd Recent Advances in Retailing and Consumer Science Conference (RACs), Jul 2026, Berlin, Germany

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