Branch Banking or Digital Banking: A Qualitat...

Branch Banking or Digital Banking: A Qualitative analysis on Preferences and Convenience

Author Name : Vivek Agrawal

ABSTRACT

Technology has transformed all aspects of human life. It has changed the face of banking industry across the world. This Digitalization in the has changed the customers preferences and demands. As a result of this, banks in India are becoming more digitally oriented in order to satisfy their customers new preferences and demands. According to the costumer’s expectation the banks new digital focus has to be aligned with other factors in the banks to function effectively. With the entry of internet banking, mobile apps and other alternative banking channels the relationship with customers has become less personalised and more automated. The purpose of this study is to investigate what factors influences customer to use branch channel or digital channel in banking.

Keywords – Digitalization, preferences, demand, channel, innovations, retail bank, branches.