Advances in business strategy and competitive advantage book series, Journal Year: 2025, Volume and Issue: unknown, P. 121 - 140
Published: Feb. 4, 2025
The concept of phygital refers to the integration physical and digital media in our current era. This approach is relevant across various sectors, including marketing, education, communication, banking. It involves delivering services products consumers through both channels technologies. Phygital applications enable firms stand out value delivery multi-channel structures an increasingly world. Today's banking shifting from a model characterized by numerous branches one where number reduced, use emphasized. Innovations such as payment solutions electronic money technology companies are fundamentally changing digitalization process within sector. journey that began with internet Türkiye 30 years ago has now deepened new areas metaverse artificial intelligence. With amendments made Turkish Banking Legislation 2021, requirement for wet signatures individual customer transactions was eliminated, allowing acquisition security processes. Additionally, regulations introduced 2022 paved way establishment fully banks. However, existing still require banks maintain offices, indicating environment rapidly advancing, complete abandonment does not seem realistic. In light this context, study aims develop “Phygital Banking” As rules competition being redefined, intellectual assets capital taking precedence over ones, research examines opportunities presented industry. analyze tools provide recommendations application areas.
Language: Английский