ESTABLISHING A COMPREHENSIVE AND EFFECTIVE BANKING CHANNEL STRATEGY

• Main Author: Lee, Kyungsu
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63578
• Institution: Institut Teknologi Bandung

The banking industry in Korea has been changing rapidly due to digitalization and the prolonged COVID-19 pandemic. These have resulted in changes in customers' behavior patterns for bank transactions and preferences for using banking channels. In response to these changes, over the past few years, Korean large commercial banks have continually reduced their branches and have worked to strengthen their digital channel. However, bank customers still use bank branches along with digital channel such as mobile and internet banking. In other words, customers select and use the appropriate banking channels depending on their needs. Therefore, this paper aims to establish a comprehensive and efficient channel strategy for Hana Bank, one of the Korean large commercial banks. To achieve the objective of this paper, internal and external factor analysis and interviews for banking channel strategy were conducted. In addition, internal data of company and secondary data through online search were utilized.