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Abstract
This research is to observe and analyze the promotion of branchless banking in Pakistan. In few years back, it has been observed that the banking industry in rural areas decline their branches due to low business but it has also been observed that in recent years branchless banking is emerging in Pakistan. As banking industry is progressing in terms of promotion of branchless banking came up with their branchless banking products such as ATM, Mobile Banking, Retail Agent Banking, POS machines etc. This research discusses over the impact of branchless banking on promotion which creates a substantial effect on overall bank profitability or not.
In order to discuss the issue further, data has been collected from different sources such as State bank of Pakistan site, research articles, research papers, financial reports of the most leading banks of the industry that were on branchless banking, interview collected from the people of the branchless banking industry, and also conducted a survey from the customers.
From this study, it has been observed that many financial organizations more constant to provide financial services such as transfer, receiving and sending the money with the help branchless banking technology, retail agents and awareness also been increased in the consumers mind. Also it has been observed that bank has been spending huge money on their promotion which creates a highly affected on bank overall profitability. From that bank reduced the number of branches in rural areas and bank launch a branchless banking instead of branch banking in those areas.
Keywords: Banking Sector, Branchless banking, Financial Inclusions, Promotion, Profitability,
Introduction
In this research article, there is a brief overview about specific issue of banks regarding Branchless banking Promotion and their impact on profitability. This article clarifies the complete framework of this thesis, about what is the present problem of the industry. From, this article, it divided into several parts of analysis. It describe about industry background to clarify the problem of that industry. In this article, there is discussion about past researches about branchless banking promotion and its impact on profitability. From this collection of data, it helps to identify the specific issue of that industry. Further, the article describe about the research statement, the direction can easily been occurs in...