Abstract
This research explores the reasons with regards to the preferences of digital banking over conventional banking in Pakistan, and what COVID-19 pandemic meant for digital banking and its baseline marketing strategy. A qualitative study is conducted including in-depth interviews of clients of the banks. A criterion sampling strategy is used to draw a sample of four participants for the purpose of this study. The interviews were conducted and deciphered in the English language by the researcher. The data analysis followed the process of horizontal integration along with textural and structural descriptions of the live experiences in a composite manner. The researcher’s analysis revolves around understanding the reasons why customers prefer digital banking over branch banking. The conclusion suggests the essence of the study constituting descriptions of the invariable factors of digital banking
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