Seamless Integration in Financial Services: A Conceptual Framework for Omnichannel Banking

Abstract
Customer behaviour is constantly evolving, and new competitors in the financial sector are striving to capture market share by appealing to their own customer bases. Simultaneously, banks operate in a rapidly changing environment characterized by technological advancements, customer-centric demands, and emerging trends. In this context, traditional banking through disconnected and poorly integrated channels is becoming obsolete. To remain competitive and strengthen their market position, banks are increasingly adopting omnichannel banking. This approach allows customers to access their banking transactions anytime and anywhere, offering seamless integration across all channels. Omnichannel marketing has become a critical factor for success, enabling customers to interact with banking services through various means, including physical branches, online platforms, mobile apps, virtual catalogs, and social media. Omnichannel banking ensures a consistent and reliable experience across all channels, providing uninterrupted access to financial services.
By implementing omnichannel strategies for distributing banking products, financial institutions can deepen customer engagement, offer tailored products, and deliver personalized services. This approach is especially effective in attracting and retaining tech-savvy consumers. The current study explores the conceptual framework of omnichannel marketing for banking services and outlines strategies for achieving success in the digital era.

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