Perceptions of Semi-Urban Branch Personnel on Digital Banking Consequences

This research diverges from the extensive studies that primarily examine the external consumers of the banking industry, since it specifically investigates the perceptions of internal customers i.e. employees about the advantages of digital banking. The significance of branch personnel extends beyond their contribution to the formation of a service organization's identity. They also play a crucial role in promoting the use of electronic channels among customers. Internal customers' demographics (such as age, gender, and years of experience) are analysed to learn more about their proficiency with online banking. Five latent constructs, one moderating construct and two dependent constructs have been identified. It has been observed statistically that, the latent constructs- work climate, time management, required skill sets, reduced cost and management support have a significant impact on Employees satisfaction. Three demographic variables showed up and their moderation effect explored in this study. Snowball and Convenience sampling was used to qualify 245 samples. This study uses SPSS-AMOS 23.0 and descriptive statistics through SPSS. The results found that job security affects employee retention at all levels. A supportive work environment, good time management, the learning of skills to adapt to everyday technology advancements, cost reduction, and complete management assistance boost employee morale and satisfaction. Management needs these qualities to reduce staff turnover and build a core team to provide excellent customer service.