Phygital Banking – A Game Changer in Indian Banking Sector
Kathari Santosh, Assistant Professor, Department of MBA, CMRIT, Banglore, India.
Manuscript received on 30 June 2019 | Revised Manuscript received on 05 July 2019 | Manuscript published on 30 July 2019 | PP: 289-292 | Volume-8 Issue-9, July 2019 | Retrieval Number: H7283068819/19©BEIESP | DOI: 10.35940/ijitee.H7283.078919
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Phygital banking is a mix of physical and digital entities at all critical interaction points is necessary to ensure a positive customer journey. ‘Phygital’ is about being inherently digital across all channels (physical and digital), operations and the very way banks are organized and manage their business. Banks that can craft a blend that effectively touches customer experience, operations, and delivery are most likely to thrive in a fast-changing world. Banking executives will need to rethink traditional branches and integrate digital into their service models. As banks continue to invest in technology, the value of human interactions remains a crucial success factor.The present depends on secondary data. The aim of the study is to know the importance of transformation of phygital banking and also understand the issues and challenges of digital banking. Therefore, a better model is needed – one that provides the best of both worlds by combining physical interaction with digital services. Realizing the opportunity, some banks today offer phygital services by transforming their branches and humanizing digital experiences.
Key words: Phygital Banking, Customer Experience, Hybrid Model, Humanizing Digital Experiences.
Scope of the Article: Game Playing