|
Title:
|
THE MULTI-CHANNEL DISTRIBUTION STRATEGY OF THE PORTUGUESE BANKING SECTOR |
|
Author(s):
|
Fernando Alberto Freitas Ferreira |
|
ISBN:
|
972-8924-06-2 |
|
Editors:
|
Nitya Karmakar and Pedro Isaías |
|
Year:
|
2005 |
|
Edition:
|
Single |
|
Keywords:
|
Electronic Distribution Channels, Portuguese Banking Sector. |
|
Type:
|
Poster/Demonstration |
|
First Page:
|
447 |
|
Last Page:
|
448 |
|
Language:
|
English |
|
Cover:
|
|
|
Full Contents:
|
click to dowload 
|
|
Paper Abstract:
|
The intensification of the relationship between clients and banks provides a higher level of segmentation and stratification, leading to a very hostile environment where the competition for the more profitable clients increases. From this assumption, products and prices personalisation becomes an evident need, being the origin of web portals that represent alliances between important banks and communication companies. Those alliances are a result of the sectors liberalisation; however, they can origin new barriers and are motivated not only by the creation of complex structures but also by the capacity to control the information that runs in the electronic nets. This way, the major goal of this research paper concerns about the fact that, nowadays, we cannot expect an institution to adopt a standard strategy for all its customers. In fact, it should adopt a multi-channel distribution strategy, selling the right products to the right customers. |
|
|
|
|
|
|
