Covid-19’s positive impact on digitalization: the case of the banking sector in Pakistan

Ing. Aytsam Chaudary

Master's thesis

Abstract:

This research is to explores the positive impact of the COVID-19 pandemic on the digitalization of the banking industry in Pakistan, focusing on two prominent banks, UBL and HBL. This research employes multiple case and thematic analysis to investigate the digital transformation initiatives undertaken by these banks. It evaluates their effects on customer experience, operational processes, business models, and digital capabilities by using the Capgemini digital transformation framework. For data collection purpose interviews with bank experts from both UBL and HBL, and the findings shed light on how these banks successfully navigated the crisis by implementing significant modifications to their strategies, and digital channels or means. These measures enabled the banks to meet the surging demand for digital banking services, maintain uninterrupted operations, and preserve their competitive positions within the industry. However, the study also identifies areas where both banks must focus their efforts, particularly in advancing their AI systems. Pakistan is still a developing country with limited exposure to AI technologies. Moreover, by examining the digital transformation initiatives carried out by UBL and HBL during the pandemic, this research provides a roadmap for other banks to understand the strategic actions necessary for effectively adapting to evolving customer expectations, emerging technologies, and shifting market dynamics.

Keywords

Covid-19, Positive impact, Digitalization, Banking sector, Digital Transformation Framework, Customers experience, Operational Processes, Business Model, Digital Capabilities

Language used: English

Date on which the thesis was submitted / produced: 6. 12. 2023

Thesis defence

• Date of defence: 30. 1. 2024
• Supervisor: doc. Ahad Zareravasan, PhD
• Reader: Ph.D. Feybi Ariani Goni

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Business Management / Business Management