The Enduring Role of Branch Banking in the Digital Era: A Perception Study

In light of the rapid development of digital banking technology, this study investigates the perceptions of bank customers and officers on the continued relevance of branch banking. The research examines whether branch banking is still important in the present FinTech-driven landscape. Garrett’s Ranking Method is employed to analyse the collected responses, providing an in-depth understanding of the factors that influence the sustained preference for branch banking despite the widespread adoption of digital channels. The results show a consensus among customers and officers, highlighting the relevance of branch banking supported by digital banking services, forming a hybrid approach. The findings emphasize that while digital banking offers convenience, physical branches remain pivotal for addressing complex banking needs and fostering trust. This study contributes to the ongoing discourse on the future of branch banking by affirming that the cohabitation of traditional and digital banking channels is vital for meeting diverse customer needs/expectations. JEL Codes: G21, O33, L86, D83, M15, L22