HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

Customer perception of robo-advisors in the financial services industry

Klöck, Marlies Irene ULiège
Promotor(s) : Standaert, Willem ULiège
Date of defense : 18-Jan-2021/22-Jan-2021 • Permalink :
Title : Customer perception of robo-advisors in the financial services industry
Author : Klöck, Marlies Irene ULiège
Date of defense  : 18-Jan-2021/22-Jan-2021
Advisor(s) : Standaert, Willem ULiège
Committee's member(s) : Martens, Carmen ULiège
Gillet, Anne ULiège
Language : English
Number of pages : 195
Keywords : [en] robo-advisor
[en] robo-advisory
[en] financial services
[en] financial services industry
[en] customer perception
[en] banking
[en] algorithm-driven financial advisor
Discipline(s) : Business & economic sciences > Marketing
Name of the research project : Customer perception of robo-advisors in the financial services industry
Target public : Researchers
Professionals of domain
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en international strategic marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] This master's thesis addresses the subject "Customer perception of robo-advisors in the financial services industry". The customers' perceptions revealed are based on extensive literature research and qualitative research. The objective of the research was to determine the degree of awareness in robo-advisory, which prevails among potential users. Their viewpoints regarding motives, barriers and their expectations concerning the prospective evolution of robo-advisors were investigated to enrich the existing literature with the acquired findings and to provide an insight on customer acceptance. Thereby, the emphasis of the research laid on conducting qualitative focus group discussions with three different age groups. The participants unveiled a lack of knowledge about the subject, although the general curiosity for an investment process beyond the scope of human advice exists and bears further potential for the future. The results were reviewed in consideration of the existing literature and new implications on an academic and managerial scale were outlined. Subsequently, the insights obtained from the focus group discussions allow an expansion by quantitative research approaches and provide an initial point for successive research projects.



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  • Klöck, Marlies Irene ULiège Université de Liège > Master sc. gest., à fin.


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