The aim of this qualitative study is to analyse the role of in-branch efforts of banks on migrating customers from branch banking to digital banking in India. In-depth semi-structured interviews were conducted with bank executives representing senior management from public and private sector banks in India. Qualitative content analysis technique was used to analyse the data. Varieties of responses received during interviews were clubbed into four main themes based on data reduction, display, and conclusion-drawing processes. In-branch communication with customers, digital transformation of the branch, customer-centric initiatives, and redefined role of branch staff hold the potential to bridge the customers’ migration to digital banking. The paper suggests that the key identified factor in improving digital banking acceptance in India is the requirement of integrated cultural and organisational changes at the bank’s level to gain the customers’ confidence and trust in digital banking.

这项定性研究的目的是分析银行在印度的分支机构努力将客户从分支银行迁移到数字银行的作用。与印度公共和私营部门银行的高级管理层的银行高管进行了深入的半结构化访谈。使用定性内容分析技术来分析数据。访谈中收到的各种回复根据数据精简，显示和得出结论的过程分为四个主要主题。与客户的分支机构内部沟通，分支机构的数字化转型，以客户为中心的计划以及分支机构员工的重新定义角色，都具有将客户迁移到数字银行的桥梁的潜力。