INTRODUCTION
The rapid strides made in the Information Technology (IT) arena have tremendously impacted the way banking is done worldwide. Service delivery systems have undergone a change, whereby the traditional brick and mortar system of servicing customer’s requests have been replaced with a mix of brick and click model.
The holistic service delivery mix comprises of service delivery methods like In-Store Banking, Door-step Banking and Online Banking intermediated by the complex interplay of human driven and Information Technology (IT) driven methods. Such is the quintessential influence of IT on banking that all major operations/ decisions with regard to deposits, withdrawals, and investments can be made at the click of a mouse on a computer or at an Automatic Teller Machine (ATM) fostering customer confidence and convenience. Important fallout of this IT- driven e-evolution in banking is advances made in customer relationship management (CRM). Banks can differentiate their service offering and reap incremental profits by proper servitization of their product offering. Hence the focus is shifted on profitability along with business volumes for enhancing the efficiency and effectiveness of the banks. In this context profitability has been broadly categorized as Business per employee and profit per employee.
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