Adoption of digital banking channels in an emerging economy: exploring the role of in-branch efforts

Simran Jit Kaur (), Liaqat Ali (), M. Kabir Hassan and Md Al-Emran ()
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Simran Jit Kaur: Punjabi University
Liaqat Ali: Punjabi University
Md Al-Emran: McNeese State University

Journal of Financial Services Marketing, 2021, vol. 26, issue 2, No 4, 107-121

Abstract: Abstract The aim of this qualitative study is to analyse the role of in-branch efforts of banks on migrating customers from branch banking to digital banking in India. In-depth semi-structured interviews were conducted with bank executives representing senior management from public and private sector banks in India. Qualitative content analysis technique was used to analyse the data. Varieties of responses received during interviews were clubbed into four main themes based on data reduction, display, and conclusion-drawing processes. In-branch communication with customers, digital transformation of the branch, customer-centric initiatives, and redefined role of branch staff hold the potential to bridge the customers’ migration to digital banking. The paper suggests that the key identified factor in improving digital banking acceptance in India is the requirement of integrated cultural and organisational changes at the bank’s level to gain the customers’ confidence and trust in digital banking.

Keywords: Digital banking; Communication; Branch transformation; In-branch efforts; Branch staff (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (15)

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DOI: 10.1057/s41264-020-00082-w

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