A Study on Types and Performance of Major Retail Banks Automated Service Channel Strategy

자동화기기를 이용한 국내 시중은행의 서비스채널 전략의 유형 및 유효성 분석에 관한 연구

Recently banking industry is experiencing fundamental changes by advancement of information technology. The traditional role of branches is rapidly being replaced with new electronic service channels such as ATM. Phone and PC for they are time-saving and convenient. Automated service channel strategy of retail banks is divided into two different ways, automation and networking. Automation is mainly focused on cost reduction related to the branch operation, while networking is on expansion of customer contact points. Strategic types of banks can be defined from a matrix model where the positioning is determined by the extent of automation and networking. The effectiveness of automated channel strategy depends on how separate strategic types show their performance. Results for deposits and productivity will be given to verify the economic performance of each strategic type.