HCBE Faculty Articles

Title

The Future Role of Retail Bank Managers in South Africa: A Survey-Based Investigation of the Perceptions of Retail Branch Managers

Document Type

Article

Date

1-2008

Publication Title

Management Dynamics: Journal of the Southern African Institute for Management Scientists

ISSN or ISBN

1019-567X

Volume

17

Issue

4

First Page

18

Last Page

31

Description

The purpose of this study was to assess the perceptions of bank branch managers about their future role in light of the changing banking environment and the increasing popularity of alternative banking channels. The survival of traditional branch banking is continuously being put to the test by alternative banking channels. These alternative channels, including Internet banking, have been given wide attention in the literature. This study surveys a sample of 215 retail bank branch managers in South Africa. The survey employed a questionnaire that was e-mailed to respondents. Branch managers report a changing role. Their main future tasks include the quality of customer service, profitability of the branch, motivation of staff, and generating new business. It is recommended that the branches should shift their focus into marketing centres with most back-office work centralised at head office; in addition, the increasing role of marketing activities at the branches needs to be recognised by management.

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