Finance and Financial Management Commons^™

When The Bank Comes To You: Branch Network And Customer Omnichannel Banking Behavior, Mi Zhou, Dan Geng, Vibhanshu Abhishek, Beibei Li

Research Collection School Of Computing and Information Systems

Banks today have been increasingly reducing their physical presence and redirecting customers to digital channels, and yet, the consequences of this strategy are not well studied. This paper investigates the effects of banks' branch network changes (i.e., branch openings and branch closures) on customer omnichannel banking behavior. Using approximately 0.85 million (33 months') anonymized individual-level banking transactions from a large commercial bank in the United States, this paper shows the asymmetric effects of branch openings and branch closures on customer omnichannel banking behavior. In particular, we find that branch openings increase customers' branch transactions; however, the first branch opening leads …