EXAMINING ENABLERS OF OMNI-CHANNEL BANKING IN DEVELOPING COUNTRIES: AN INDIAN PERSPECTIVE

The technological advances have changed the landscape of the banking industry. The advancements such as immediate payments, block chain, artificial intelligence etc. have made omni-channels implementation significant for the banking industry. This study explores the dominant enablers of Omni-Channel Banking (OCB) that may help the decision makers in designing strategy to enhance the unified customer experience. The study has employed Best Worst Method (BWM), as appropriate Multi-Criteria Decision Making (MCDM) technique to find the best optimal alternative. The study is conducted through enablers' identification from the existing literature. Further, validated by experts from banks (from various functional areas) The findings reveal that the decision makers need to understand the current OCB scenario and should focus on integration among information systems consistency among data, price, and product that provide a unified experience to customers and utilize the skilled and motivated sales force to bridge the gap between offline and online channels