Research Article Open Access

ROBOTIC PROCESS AUTOMATION - A STUDY OF THE IMPACT ON CUSTOMER EXPERIENCE IN RETAIL BANKING INDUSTRY

Abstract

The retail banking industry must rise to the challenge of disruptive technology such as intelligent automation and competition from Fintech startups. Robotic Process Automation (RPA) is increasingly a strategic priority for banks to maintain competitive advantage and increase profitability. The major benefit of adopting RPA services in retail banking is to automate routine and repetitive processes, so that banks can improve efficiency, accuracy, operate 24/7, reduce cost and offer innovative services and better experience to customers. The sharing economy has evolved to create a more empowered consumer. The study focuses on factors influencing customer experience in retail banking services delivered by RPA. Specifically, the study theorizes the role of various factors influencing the adoption of RPA in the retail banking industry. Results highlight that factors such as security, privacy, reliability and usefulness are significant in advancing RPA in the retail banking industry. Implications for research and practice are also discussed.

KARIPPUR NANDA KUMAR and PUSHPA RANI BALARAMACHANDRAN

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