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

Author

Listed:
  • Simran Jit Kaur

    (Punjabi University)

  • Liaqat Ali

    (Punjabi University)

  • M. Kabir Hassan

    (University of New Orleans)

  • Md Al-Emran

    (McNeese State University)

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.

Suggested Citation

  • Simran Jit Kaur & Liaqat Ali & M. Kabir Hassan & Md Al-Emran, 2021. "Adoption of digital banking channels in an emerging economy: exploring the role of in-branch efforts," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 26(2), pages 107-121, June.
    • Handle: RePEc:pal:jofsma:v:26:y:2021:i:2:d:10.1057_s41264-020-00082-w
    DOI: 10.1057/s41264-020-00082-w
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    References listed on IDEAS

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    3. Simran Jit Kaur & Liaqat Ali, 2021. "Understanding bank employees’ perception towards technology enabled banking: a developing country perspective," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 26(3), pages 129-143, September.
    4. Gershom Atukunda & Benjamin Musiita & Johnson Atwiine & Aquilionus Atwine & Anthony Moni Olyanga, 2024. "Financial Innovations and Profitability of Commercial Banks in Uganda," Journal of Economics and Behavioral Studies, AMH International, vol. 16(2), pages 32-44.
    5. L. Vimal Raj & S. Amilan & K. Aparna & Karthick Swaminathan, 2024. "Factors influencing the adoption of cashless transactions during COVID-19: an extension of enhanced UTAUT with pandemic precautionary measures," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(2), pages 488-507, June.
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    7. Raghavendra Prasanna Kumar & Arindam Banerjee & Zahran Al-Salti & S. Ananda, 2024. "Technology acceptance model and customer engagement: mediating role of customer satisfaction," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(3), pages 1062-1076, September.
    8. Aristides Papathomas & George Konteos, 2024. "Financial institutions digital transformation: the stages of the journey and business metrics to follow," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(2), pages 590-606, June.
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