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Competing in the Age of Omnichannel Retailing.
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Digitale Trends 2018 im Finanzdienstleistungssektor: Digital intelligence briefing. When the Bank Comes to You: Branch Network and Customer Omni-channel Banking Behavior. Abhishek, V., Geng, D., Li, B., & Zhou, M.The paper provides critical insight into what omni-channel integration means for the banking sector. 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. 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. Thereby, the state of scientific research and the future objectives of the banks are analyzed. 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. Academic literature is also increasingly examining omni-channel management, but studies in the banking industry are still sparse. The banking industry has also recognized this groundbreaking approach in the distribution channel.
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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. 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. Banks have not come to rest since the 2008 banking crisis and have been struggling for their future ever since.
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