Why Bank Branches Still Matter in the Digital Age

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Beyond Digital: Why Bank Branches Still Matter J Madegowda DOI: 10.71329/IUPJBM/2025.24.2.54-86 © 2025 IUP. All Rights Reserved. * Professor, Department of Business Administration, Vidyavardhaka College of Engineering, Gokulam III Stage, Mysuru 570002, Karnataka, India. E-mail: jmadegowda@vvce.ac.in; madegowdaj@gmail.com. This study explores the continued relevance of branch banking in the context of fintech integration by analyzing perspectives from bank customers and officers. Using Factor Analysis, the study evaluates responses across six service dimensions—security, accessibility, personalized assistance, fraud prevention, customer support, and geographical connectivity. The results indicate a strong consensus on the enduring importance of branch banking, especially in areas with poor digital infrastructure and among customers with limited digital literacy. Both customer and officer responses emphasize the role of branches in ensuring secure transactions, fostering trust, and delivering tailored services for complex financial needs. Despite the rise of digital platforms, physical branches remain critical for supporting nderserved populations and maintaining inclusive financial access. The findings support the adoption of hybrid banking models that integrate fintech innovations with human-centric branch services. Practical implications include training staff to manage high-stakes, personalized interactions and enhancing digital-physical synergy in service delivery. This study contributes to the growing discourse on digital transformation in banking by highlighting the sustained value of physical branches and offering a strategic framework for balancing digital efficiency with traditional relationship-based service.

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