Document Type : Original Article
Authors
1 Director of the Assessment Center of Bank Keshavarzi
2 CEO Consultant in Bank Keshavarzi
Abstract
With the development of electronic and digital banking, banks use multiple and different channels in providing banking services to customers; Although the abundance and multiplicity of communication and distribution channels accelerates and facilitates customers' access to banking services, but it makes customers have different and multiple identities in different channels; It also causes banks to have difficulty in accumulating customer information and transactions in multiple channels and forming a unique identity for each customer; This problem deprives banks of the ability to personalize and customize banking services for each customer. In the meantime, omnichannel banking has been proposed as a solution. Despite numerous studies on the nature of omnichannel banking, so far a comprehensive model of this strategy has not been presented and its various features have been mentioned sparsely. In this study, researchers have presented a comprehensive model of omnichannel banking by analyzing the content of past studies as well as texts from in-depth semi-structured interviews with banking and academic experts.
Keywords
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