The Effect of Digital Channel Migration, Automation and Centralization on the Efficiency of Operational Staff of Bank Branches

Ortakoÿ S., Özsürünç Z.

3rd World Conference on Technology, Innovation and Entrepreneurship, WOCTINE 2019, İstanbul, Turkey, 21 - 23 June 2019, vol.158, pp.938-946 identifier

  • Publication Type: Conference Paper / Full Text
  • Volume: 158
  • Doi Number: 10.1016/j.procs.2019.09.134
  • City: İstanbul
  • Country: Turkey
  • Page Numbers: pp.938-946


© 2019 The Authors. Published by Elsevier B.V.Change in business models of branch operations in all banks has accelerated with the diversification of technological opportunities in order to enhance efficiency of physical branch channels, which is one of the biggest cost items of banks. On the other hand, digital transformation projects raise the question of whether they will eliminate the need for physical branches and/or how to serve customers through a physical branch structure in the upcoming period. On the one hand, operational transformation is realized through "automation" and "digital channel migration" projects throughout the Bank, while on the other hand "centralization" in physical branches is also on the agenda. In this study, a medium-sized participation bank which has been operating in Turkey was taken as an example and operational transformation projects carried out between the years 2015-2018 were followed for four years and discussed in three categories. The effect of transformation projects on the efficiency of branch operation staff was analyzed and a future projection for branch business model is suggested. The study has shown that transformation projects bring major changes in terms of operational branch efficiency and that physical branch structures go towards a period in which the operational transactions are made entirely from central or self-service channels.