Master of Business Administration Executive

Faculty / School

School of Business Studies (SBS)

Year of Award



Dr. Amber Gul Rashid, Assistant Professor, Department of Marketing, Institute of Business Administration, Karachi

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

The worldwide banking industry has seen a significant transformation due to the widespread integration of electronic banking, including online banking. The COVID-19 epidemic served as a catalyst, expediting the shift towards digital financial services due to the temporary closure of physical bank branches and the implementation of social distancing measures. This study endeavors to conduct a thorough examination to evaluate the influence of the pandemic on the patterns of internet banking usage among clients of the National Bank of Pakistan (NBP).

The research aims to involve various significant characteristics. The main goal of this study is to investigate how the COVID-19 pandemic affected NBP users' growth and use of online banking. This investigation was considering the influence of different demographic parameters on the aforementioned phenomenon. This study investigates the relationship between age, gender, education, and wealth in influencing individuals' preferences for internet banking, both before and following the occurrence of the pandemic. The study focuses on examining gender-based disparities in digital banking participation, with a particular emphasis on investigating whether these disparities remained constant or underwent changes throughout the COVID-19 pandemic.

Moreover, this study investigates several approaches aimed at improving online banking services and fostering customer involvement within the dynamic digital banking environment. The findings of this research offer significant contributions to NBP and other financial organisations by offering important insights. This report acknowledges the necessity of addressing the needs of various consumer segments and promoting secure and inclusive digital banking environments, a matter of great significance for policymakers.

In conclusion, this research seeks to understand online banking adoption pre- and post-COVID-19. The text examines relevant inquiries pertaining to the consequences of the pandemic, the role of demographic factors, inequities based on gender, and the strategic ramifications for financial organisations such as NBP. This study can provide guidance to industry players and regulators in order to adapt to the changing digital financial landscape. It aims to ensure that banking services continue to be efficient, accessible, and inclusive for all individuals.


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