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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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    Cited by:

    1. Khan, Ikram Ullah, 2022. "How does culture influence digital banking? A comparative study based on the unified model," Technology in Society, Elsevier, vol. 68(C).
    2. Faruk Ahmeti & Burim Prenaj, 2022. "Determinants Affecting Consumer Acceptance and Adoption of Internet Banking in Developing Countries: The case study of Kosovo," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 6, pages 60-79.
    3. Richardson Pessoa Diniz, 2024. "Impact of Innovative Work Behaviour and Digitalization on Organization performance: Empirical evidence from Brazil," International Journal of Science and Business, IJSAB International, vol. 33(1), pages 1-17.
    4. 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.
    5. Shirie Pui Shan Ho & Amy Wong, 2023. "The role of customer personality in premium banking services," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(2), pages 285-305, June.
    6. Mei-Mei Lin & Fu-Hsiang Kuo, 2023. "A Principal Component Analysis of Digital Banking Development in Taiwan," Journal of Applied Finance & Banking, SCIENPRESS Ltd, vol. 13(4), pages 1-2.
    7. Jimmy Ebong & Babu George, 2021. "Financial Inclusion through Digital Financial Services (DFS): A Study in Uganda," JRFM, MDPI, vol. 14(9), pages 1-18, August.
    8. Nadire Cavus & Yakubu Bala Mohammed & Abdulsalam Ya’u Gital & Mohammed Bulama & Adamu Muhammad Tukur & Danlami Mohammed & Muhammad Lamir Isah & Abba Hassan, 2022. "Emotional Artificial Neural Networks and Gaussian Process-Regression-Based Hybrid Machine-Learning Model for Prediction of Security and Privacy Effects on M-Banking Attractiveness," Sustainability, MDPI, vol. 14(10), pages 1-21, May.

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