Employee Perceptions of Sub-Branch Banking as a Strategy for Rural Customer Outreach: Evidence from Pubali Bank PLC, Rangpur Region

This research explores the perceptions of employees regarding the sub-branches of Pubali Bank located in the Rangpur region of Bangladesh, with a particular emphasis on their contribution to enhancing rural financial inclusion. Although there has been notable progress in alleviating poverty on a national scale, rural areas such as Rangpur continue to encounter ongoing challenges associated with agricultural reliance and restricted access to formal banking services. Sub-branches have surfaced as a cost-efficient solution to deliver vital financial services to underserved rural communities. Pubali Bank, leveraging its extensive network of branches and sub-branches, has strategically expanded its presence in Rangpur to tackle these deficiencies. Utilizing a descriptive research design that includes surveys conducted with 98 purposively selected employees from 30 sub-branches, this study investigates the operational realities, effectiveness of customer service, and the challenges encountered by staff. The findings indicate a workforce that is predominantly male and experienced, primarily consisting of mid-level officers. Employee responses reveal a high level of customer satisfaction, especially regarding deposit schemes, ATM services, and financial literacy programs, underscoring the essential role of sub-branches in promoting financial inclusion. Nevertheless, there are ongoing concerns regarding pricing competitiveness, adequacy of staffing, regional support, and the low level of financial literacy among rural clients. Reliability analyses affirm the strength of the measurement scales utilized, thereby validating the findings of the study. In summary, the research highlights the necessity of adequately equipping sub-branches with qualified personnel and advanced technology to improve service quality. Addressing the identified gaps will enhance customer trust and engagement, ultimately fostering sustainable growth in rural banking. These findings provide important insights for policymakers and banking institutions striving to close the financial gap between rural and urban areas in Bangladesh and to achieve inclusive development objectives.