Does the Customers' Use of Mobile Technologies Influence the Number of Both Recruitments and the Branches in the Banking Sector in Tunisia?

Abstract

Digital determines new practices of companies and customers while touching all sectors of activity. Adaptation to the digital is imperative for banks. In this framework, this chapter explores the question of the influence of the use of mobile technologies by the customers on recruitment in the banking sector and on the number of the branch banking networks. Particularly, the authors seek to answer the following question: What are the effects of the use of mobile technologies by customers on recruitments and the number of branches in the banking sector in Tunisia? In order to answer this question, they analyze the annual reports of the last seven years published by Tunisia's Professional Association of Banks and Financial Institutions. Contrary to the findings observed in foreign countries concerning the reduction of the number of branches and recruitments following the digital transformation in the banking sector, in Tunisia the number of branches and recruitments has not stopped increasing.