A NEW APPROACH IN BANKING BRANCHLESS (DIGITAL) BANKING AND CUSTOMER ACQUISITION: CASE STUDY OF KUVEYTTURK BANK

Abstract

Technology, which is constantly evolving, has had an impact on the banking industry, making it innovative and providing new perspectives to banking. The provision of financial services without or with a minimal number of branches is known as branchless (digital) banking. With the insight that banking will endure forever, but that bank offices will no longer be required, various approaches for customer acquisition have been developed. In this study, first of all, branchless (digital) banking and its advantages are explained and customer acquisition methods in branchless banking which are opening an account via video call over the mobile branch, opening an account by applying for an account from the internet branch and signing a contract via a courier, and opening an account via an XTM device were examined. Kuveyttürk Participation Bank's sample channels, which utilise these methodologies, were examined. As a result, it has been determined that the bank's operational efficiency has increased thanks to branchless (digital) banking and it has made significant contributions to its sustainability goals. While using these methods, it is anticipated that the number of personnel needed will decrease due to the shortening of the processing times, while the satisfaction of the bank's customers will increase.