HR Tech Adoption in Digital Banking: Implications for Workforce Development and Financial Sector Growth in Emerging Economies
Keywords:
HR Technology Adaptation, Online Banking, Workforce Development, Financial Services Development, Developing EconomiesAbstract
The digitalization of the banking industry has also changed the manner in which human resource management is being performed particularly in the emerging economies in which digital banking has increased by more than 60 percent over the last decade. In the given research, the researcher considers how the introduction of the HR technology in online banks has the potential to affect the workforce development and the development of the financial sector with the help of the quantitative research design grounded in the Research Onion framework. The structured survey of approximately 200 employees and managers working in digital banking companies was used to collect primary data. The results indicate that a sixth of the respondents (62 percent) reported high HR technology adoption levels and 25 percent of the respondents reported moderate levels of technology adoption. In terms of workforce outcomes, 68 percent of the respondents said that the number of employees who had digital skills, adaptability and their learning effectiveness increased significantly and 22 percent said it increased moderately. Organizational performance indicators indicate that 64 percent of the respondents indicated that productivity and efficiency of services have improved and can be noticed after the introduction of HR technology. Furthermore, 60 percent of them indicated that the workforce development based on HR technologies positively influenced the degree of innovation and the development of the financial industry. Despite these benefits, the majority of the respondents (41% of the participants) reported resistance to change as one of the primary challenges, and the most common one was the skill gaps (33%). The study concludes that the statistically and practically significant role of adoption of HR technology in the workforce capacity increase and the sustainable development of the financial sector in the economies of the developing countries under the condition of the digital transformation undertakings constant training, ethical governance, and strategic HR planning is possible.
References
Al-Sakaf, H. F. T. A. (2025). International marketing strategy of the enterprise (Based on the materials company “Apple Inc.”) (Doctoral dissertation).
Alt, M. A., & Ibolya, V. (2021). Identifying relevant segments of potential banking chatbot users based on technology adoption behavior. Market-Tržište, 33(2), 165–183. https://doi.org/10.22598/mt/2021.33.2.165
Asif, M. (2022). Integration of information technology in financial services and its adoption by the financial sector in Pakistan. Inverge Journal of Social Sciences, 1(2), 23–35. https://doi.org/10.63544/ijss.v1i2.31
Asif, M., & Sandhu, M. S. (2023). Social media marketing revolution in Pakistan: A study of its adoption and impact on business performance. Journal of Business Insight and Innovation, 2(2), 67–77. https://doi.org/10.52783/eel.v13i5.901
Asif, M., & Asghar, R. J. (2025). Managerial accounting as a driver of financial performance and sustainability in small and medium enterprises in Pakistan. Center for Management Science Research, 3(7), 150–163. https://doi.org/10.5281/zenodo.17596478
Asif, M., Ali, A., & Shaheen, F. A. (2025). Assessing the Effects of Artificial Intelligence in Revolutionizing Human Resource Management: A Systematic Review. Social Science Review Archives, 3(4), 2887–2908. https://doi.org/10.70670/sra.v3i3.1055
Asif, M., Shahid, S., & Rafiq-uz-Zaman, M. (2025). Immersive technologies, awe, and the evolution of retail in the metaverse. International Premier Journal of Languages & Literature, 3(4), 713–748. https://ipjll.com/ipjll/index.php/journal/article/view/295
Asif, M., Pasha, M. A., & Shahid, A. (2025). Energy scarcity and economic stagnation in Pakistan. Bahria University Journal of Management & Technology, 8(1), 141–157.
Aslam, M., & Asif, M. (2025). Organizational Power Structures and the Reproduction of Gender Inequality. Apex Journal of Social Sciences, 4(1), 57-67. https://apexjss.com/index.php/AJSS/article/view/19
Azkarai, A., Oliver, R., & Gil-Berrio, Y. (2022). Examining deductive versus guided instruction from an interactionist perspective. Language Learning, 72(S1), 125–164. https://doi.org/10.1111/lang.12487
Aurangzeb, D., & Asif, M. (2021). Role of leadership in digital transformation: A case of Pakistani SMEs. In Fourth International Conference on Emerging Trends in Engineering.
Behera, R. K., Bala, P. K., & Ray, A. (2024). Cognitive chatbot for personalised contextual customer service: Behind the scene and beyond the hype. Information Systems Frontiers, 26(3), 899–919. https://doi.org/10.1007/s10796-022-10267-3
Bhattacharya, C., & Sinha, M. (2022). The role of artificial intelligence in banking for leveraging customer experience. Australasian Accounting, Business and Finance Journal, 16(5), 89–105. https://doi.org/10.14453/aabfj.v16i5.6
Biasatti, N., Dedriana, R., & Nugroho, L. E. (2023). A review of transformation customer service with customer relationship management (CRM) based chatbots. In 2023 International Workshop on Artificial Intelligence and Image Processing (IWAIIP) (pp. 225–230). IEEE. https://doi.org/10.1109/IWAIIP58948.2023.10250741
Biegler, L. T. (2024). The trust region filter strategy: Survey of a rigorous approach for optimization with surrogate models. Digital Chemical Engineering, 100197. https://doi.org/10.1016/j.dche.2024.100197
Brandtzaeg, P. B., & Følstad, A. (2017). Why people use chatbots. Internet Research, 27(1), 9–19. https://doi.org/10.1108/IntR-09-2016-0298
Cao, Y. (2022). The influence of social media on customer behavior: Case study from Starbucks. Highlights in Business, Economics and Management, 2, 154–158.
Chen, Q., Gong, Y., Lu, Y., & Luo, X. (2024). The golden zone of AI’s emotional expression in frontline chatbot service failures. Internet Research. Advance online publication. https://doi.org/10.1108/INTR-09-2023-0821
Dave, T., Athaluri, S. A., & Singh, S. (2023). ChatGPT in medicine: An overview of its applications, advantages, limitations, future prospects, and ethical considerations. Frontiers in Artificial Intelligence, 6, 1169595. https://doi.org/10.3389/frai.2023.1169595
De Keyser, A., Köcher, S., Alkire, L., Verbeeck, C., & Kandampully, J. (2019). Frontline service technology infusion: Conceptual archetypes and future research directions. Journal of Service Management, 30(1), 156–183. https://doi.org/10.1108/JOSM-03-2018-0082
Deshpande, M., & Magerko, B. (2024). Holistic approach to design of generative AI evaluations: Insights from the research onion model. In IUI Workshops.
Detian, X., Wongkumchai, T., Chaiwiwat, U., & Tarndamrong, P. (2025). Optimizing M Coffee's marketing strategies for the Chinese coffee market. Journal of Public and Private Issues, 2(2), 104–115.
Gagarwal, R., & Aggarwal, A. (2024). Sony merger with ZEE in India: Taking on Disney+ Hotstar. SAGE Business Cases. https://doi.org/10.4135/9781529688535
Gangele, P., & Kumar, A. (2025). The impact of globalization on business strategies: A systematic review. International Journal of Innovations in Science, Engineering and Management, 64–71.
Huang, Q. (2025). Localizing a global brand: Starbucks’s marketing strategy in China. Ratio: Reviu Akuntansi Kontemporer Indonesia, 6(2), 220–229.
Jiang, M. (2024). Analysis of market positioning and brand competitiveness of Starbucks and Luckin Coffee in China. In SHS Web of Conferences (Vol. 208, Article 04006). EDP Sciences. https://doi.org/10.1051/shsconf/202420804006
Kang, L., & Bi, C. (2022). Research on Starbucks brand value marketing in China's coffee industry. Technium Social Sciences Journal, 37, 230–238.
Kaur, H. (n.d.). Journey from Make in India to Assemble in India.
Kharub, M., Sony, M., Gupta, H., & McDermott, O. (2024). Operational excellence in African markets: Unveiling its drivers, processes and impacts through a mixed-methods approach. International Journal of Lean Six Sigma. Advance online publication. https://doi.org/10.1108/IJLSS-09-2023-0168
Kwan, Y. Y., Ngo, D., & Shi, T. (2024). Sustainable operations management practices in the textiles, apparel, and footwear industry. Journal of Supply Chain and Operations Management, 22(2), 63–78.
Li, C. (2022). Comparison of the market for Starbucks and Luckin—How did Luckin rise. In Proceedings of the 7th International Conference on Modern Management and Education Technology (MMET 2022) (pp. 109–115). Atlantis Press. https://doi.org/10.2991/assehr.k.221102.019
Liu, J. (2022). The secret of Starbucks’ success in the Chinese coffee market: Pricing and marketing strategies analysis. In Proceedings of the 2nd International Conference on Financial Management and Economic Transition (FMET 2022) (pp. 571–577). Atlantis Press. https://doi.org/10.2991/aebmr.k.221004.084
Machado, M., & Hatakeyama, K. (2023). Digital transformation as an enabler of sustainability in supply chain and logistics: Evidence from the field. In PICMET 2023 Proceedings (pp. 1–6). IEEE. https://doi.org/10.23919/PICMET59622.2023.10222461
Mostafa, M. A. M. (2025). Beyond borders: How strategic adaptations shape global market entry success. SSRN. https://doi.org/10.2139/ssrn.5118307
Nakayama, C. (2025). The strategies of internationalization and innovation of e-commerce in international marketing. Meiji University Journal of Social Sciences, 63(2), 247–268.
Newborne, P. (2022). Crossed wires: Public regulation and private action for water stewardship and sustainable farming. Water International, 47(7), 1169–1186. https://doi.org/10.1080/02508060.2022.2141987
Nim, N., Pedada, K., & Hewett, K. (2024). Digital marketing ecosystems and global market expansion: Current state and future research agenda. International Marketing Review, 41(5), 872–885. https://doi.org/10.1108/IMR-10-2022-0331
Piecyk, M., & Allen, J. (2023). Warehousing in the UK: Operations, planning and decarbonisation (Briefing report).
Roopalatha, N., Shankar, C., & Harshany, P. (2024). Managing cultural differences in cross-border mergers and acquisitions. In Organization, Purpose, and Values (pp. 499–507). Routledge. https://doi.org/10.4324/9781003414973-46
Singh, L., & Agrawal, A. K. (2023). A case study on marketing strategy of boAt. The CASE Journal, 19(2), 117–136. https://doi.org/10.1108/TCJ-10-2021-0136
Su, S. (2024). Research on Starbucks marketing strategy and future development means based on 4P model. SHS Web of Conferences, 207, 01006. https://doi.org/10.1051/shsconf/202420701006
Tilak, G., & Vidyapeeth, T. M. (2023). CSR and Indian media companies. The Online Journal of Distance Education and E-Learning, 11(2).
Umer, K. (2025). The impact of digital financial literacy in banking sector and e-commerce. Journal of Digital Literacy and Learning.
Vilaça, D. M., de Sá, J. C., Antony, J., Sony, M., & McDermott, O. (2025). Lean, green, and sustainability 4.0: A systematic literature review. Business Strategy and the Environment. Advance online publication. https://doi.org/10.1002/bse.3652
Xu, Z. (2023). The marketing strategy analysis of Starbucks.
Zafar, H., Siddiqui, F. A., & Arif, M. (2025). The digital duo: Exploring the impact of AI chatbots and digital marketing strategies on consumer purchase intentions in Pakistan’s e-commerce sector. Journal for Social Science Archives, 3(1), 265–286.
Zhang, H. (2022). Methods for Luckin Coffee to develop its core competence. In Proceedings of the 7th International Conference on Social Sciences and Economic Development (ICSSED 2022) (pp. 1527–1532). Atlantis Press. https://doi.org/10.2991/assehr.k.220405.254
Zhang, J., & He, Y. (2024). The effectiveness of Starbucks’ loyalty program across different cultures. In Proceedings of the 9th International Conference on Financial Innovation and Economic Development (ICFIED 2024) (pp. 601–611). Atlantis Press. https://doi.org/10.2991/978-94-6463-302-1_66
Zhaozhe, W. (2023). Analysis of Starbucks in China. Psychology, 13(5), 223–228.
Zhuang, Z. (2025). AI-driven supply chain adaptation: A cross-cultural analysis of COVID-19 impacts on online supermarkets in China and the UK. In Proceedings of the 2025 International Conference on Digital Economy and Information Systems (pp. 109–114).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Danyal Mohiuddin

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.