When the Bank Comes to You: Branch Network and Customer Omni-Channel Banking Behavior

Zhou, Mi; Geng, Dan; Abhishek, Vibhanshu; Li, Beibei

doi:10.2139/ssrn.3033988

Cited by 1 publication

(1 citation statement)

References 38 publications

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“…Therefore, an application programming interface to cooperation partners is also displayed. While face-to-face (Froehle & Roth, 2004) channels of most banks are losing customer frequency despite their continuing high importance (Abhishek et al, 2017), digital channels are becoming increasingly important (Tesche, 2018), as customers increasingly operate hybrid and channel-independent in their banking business (Abhishek et al, 2017). Sousa (2015) found that a decrease in physical channel accessibility can lead customers to use virtual channels as a substitute to perform activities, especially those that are routine.…”

Section: Bank-specific Channels and Touchpointsmentioning

confidence: 99%

Systematic review of omni-channel banking and preview of upcoming developments in Germany

Menrad

2020

Innovative Marketing

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Banks have not come to rest since the 2008 banking crisis and have been struggling for their future ever since. In addition to serious market distortions, there are increasingly digital challenges and investments in the banks’ platforms to remain competitive and continue to meet customer requirements. Other industries are showing the banks how to do it and investing heavily in the networking of distribution channels to form an omni-channel system, as this is where all interfaces converge. The banking industry has also recognized this groundbreaking approach in the distribution channel. Academic literature is also increasingly examining omni-channel management, but studies in the banking industry are still sparse. This study uses multi-method research in the form of a systematic literature review and semi-structured qualitative bank expert interviews to examine omni-channel management in the banking industry. Thereby, the state of scientific research and the future objectives of the banks are analyzed. Bank experts in Germany explain what bank customers will expect, how far German banks have progressed in implementing an omni-channel system, and how the bank-customer relationship will change. Findings show that banks will completely transform their distribution by omni-channel management by breaking with existing structures and creating a new customer experience and higher customer value. The paper provides critical insight into what omni-channel integration means for the banking sector.

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Section: Bank-specific Channels and Touchpointsmentioning

confidence: 99%

Systematic review of omni-channel banking and preview of upcoming developments in Germany

Menrad

2020

Innovative Marketing

View full text Add to dashboard Cite

show abstract

When the Bank Comes to You: Branch Network and Customer Omni-Channel Banking Behavior

Cited by 1 publication

References 38 publications

Systematic review of omni-channel banking and preview of upcoming developments in Germany

Systematic review of omni-channel banking and preview of upcoming developments in Germany

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