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

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