Improvement the marketing mix policy for internet banking service (ibank) at agribank cau giay branch

ĐẠI HỌC QUỐC GIA HÀ NỘI
KHOA QUẢN TRỊ VÀ KINH DOANH
---------------------

LÊ QUỐC VÂN

IMPROVEMENT THE MARKETING MIX POLICY FOR
INTERNET BANKING SERVICE (IBANK) AT AGRIBANK
CAU GIAY BRANCH
HỒN THIỆN CHÍNH SÁCH MARKETING XÚC TIẾN HỖN
HỢP ĐỐI VỚI DỊCH VỤ INTERNET BANKING TẠI
AGRIBANK CHI NHÁNH CẦU GIẤY

LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH

HÀ NỘI - 2021


ĐẠI HỌC QUỐC GIA HÀ NỘI
KHOA QUẢN TRỊ VÀ KINH DOANH
---------------------

LÊ QUỐC VÂN

IMPROVEMENT THE MARKETING MIX POLICY FOR
INTERNET BANKING SERVICE (IBANK) AT AGRIBANK
CAU GIAY BRANCH
HỒN THIỆN CHÍNH SÁCH MARKETING XÚC TIẾN HỖN
HỢP ĐỐI VỚI DỊCH VỤ INTERNET BANKING TẠI
AGRIBANK CHI NHÁNH CẦU GIẤY

Chuyên ngành: Quản trị kinh doanh
Mã số: 8340101.01
LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH

NGƯỜI HƯỚNG DẪN KHOA HỌC: TS. PHẠM VĂN HỒNG

HÀ NỘI - 2021


DECLARATION
The author confirms that the research outcome in the thesis is the result
of author’s independent work during study and research period and it is not
yet published in other’s research and article.
The other’s research result and documentation (extraction, table, figure,
formula, and other document) used in the thesis are cited properly and the
permission (if required) is given.
The author is responsible in front of the Thesis Assessment Committee,
Hanoi School of Business and Management, and the laws for abovementioned declaration.


THANK YOU
With deep, sincere affection, The author would like to express my deep
gratitude to all individuals and collectives who have facilitated the study and
research of this thesis.
In particular, The author would like to express my deep gratitude to Dr.
Pham Van Hong, who has directly guided and helped me a lot during the
process of researching and completing the thesis.
The author would like to express my gratitude to all of the Hanoi
School of Business and Management (HSB), Vietnam National University
who taught, encouraged and encouraged and facilitated me during my time at

the University as well as the time to complete this thesis.
The author would like to express my sincere thanks to the Board of
Directors, colleagues, individuals and professional departments for facilitating
and helping me complete this thesis.
Although the author has made many efforts, the thesis is difficult to
avoid certain limitations and shortcomings. Due to time constraints and
professional qualifications, the dissertation is unavoidable. We hope to
receive the sincere advice and contributions of the Teachers, friends, and
colleagues to improve the thesis. Once again, thank you very much!


TABLE OF CONTENTS
DECLARATION
THANK YOU
INTRODUCTION ............................................................................................. 1
1. The urgency of the topic ............................................................................. 1
2. Research objectives and questions ................................................................ 3
3. Object and scope of the study ....................................................................... 4
4. Research Methods ......................................................................................... 4
5. Topic layout ................................................................................................. 4
CHAPTER 1 THE BASICS THEORETICAL OF MARKETING MIX AND
BANKING SERVICE ..................................... Error! Bookmark not defined.
1.1. Overview of services and banking services ............................................... 8
1.1.1. Some concepts ......................................................................................... 8
1.1.2. Features of services and Banking services............................................ 13
1.2. Overview of banking marketing and marketing mix ............................... 20
1.3. Marketing mix .......................................................................................... 27
1.3.1. Characteristics of mixed marketing tools................................................ 27
1.3.2. Content marketing policy marketing mixed program ........................... 33
CHAPTER 2 CURRENT SITUATION OF MARKETING – MIX POLICY

FOR INTERNET BANKING AT AGRIBANK – CAU GIAY BRANCH ... 44
2.1. Features of Agribank - Cau Giay Branch ................................................ 44
2.1.1. The process of formation and development .......................................... 44
2.1.2. Agribank's goals and mission ................................................................ 46
2.1.3. Function................................................................................................. 47
2.1.4. Organizational structure ........................................................................ 48
2.1.5. Resources of Agribank Cau Giay branch.............................................. 48
2.1.6. Business situation over the years .......................................................... 49


2.2. Current situation of marketing – mix policy for internet banking services
at Agribank - Cau Giay Branch....................................................................... 53
2.2.1. Actual situation of implementing Internet Banking service marketing
policy at Agribank Cau Giay branch over time .............................................. 54
2.2.2. Survey on Agribank Internet Banking service - Cau Giay Branch ...... 60
2.3. Situation of joint promotion activities for Internet Banking service of
Agribank - Branch of Cau Giay ......................................................................... 65
CHAPTER 3 COMPLETING THE MARKETING MIX POLICY FOR
INTERNET BANKING AT AGRIBANK – CAU GIAY BRANCH ............ 79
3.1. Development orientation of internet banking service at Agribank - Cau
Giay branch ..................................................................................................... 79
3.2. Combined Marketing Promotion Solution for Internet Banking Service of
Agribank - Cau Giay Branch........................................................................... 82
CONCLUSION ............................................................................................... 91
LIST OF REFERENCES
APPENDIX


INTRODUCTION
1. The urgency of the topic

Vietnam is witnessing strong changes of the market in the process of
economic integration and implementing commitments under the roadmap
to join the World Trade Organization. Many economic sectors have been
and will be forced to open the rest of the world to create a very complex
picture of business in which competition is indispensable for any business.
And so, the banking industry is not out of the picture. Banks know that
maintaining existing customers is not enough. Expanding market share
will be a difficult challenge but bring many competitive advantages in
service scale. Commercial banks are trying their best to survive and
develop in the context of increasingly fierce competition and are urgently
establishing and expanding operations to create a certain position for
themselves in the market.
According to the latest figures from the United Nations, Vietnam has
more than 97 million people (survey data 2019) and income levels are
increasing but the proportion of people using banking services is still
limited. The growth of per capita income and the type of business has
created a potential market of commercial banks, especially the banking
service market. Development of banking services is a trend and an
indispensable requirement for commercial banks today to enhance the
presence, increase market share and diversify types of banking products
and services, contributing to increasing the competitiveness of the bank.
Therefore, it can be said that types of banking services will thrive in the
future. Meanwhile, banks will have the opportunity to expand the market,
increase the development potential and increase the ability to disperse
risks in business. The application of Marketing to business activities,

1


especially marketing-mix to promote various types of banking services,

has gradually become an important factor for the existence, development
and victory in the present time.
Currently, banks are developing new and multi-utility and socially
accepted services such as ATMs, CDM, Internet Banking, Home Banking,
Mobile Banking ... Especially, Internet Banking was born, is a
combination of science and technology with banking management
technology. The introduction of Internet Banking service is a great step
forward in payment operations through banks with many utilities, superior
features and civilization in payment. That fact has marked a new
development of the banking service market in Vietnam. This will be the
basis for thriving banking services and giving customers more and more
benefits. However, besides the achieved results, Internet Banking still has
some limitations such as: Competitiveness and popularity are not high;
transactions are limited, not widely implemented, not oriented to customer
needs; Risks are still potential for both customers and banks.
Agribank Cau Giay Branch has more than four trillion VND
mobilized capital, outstanding debt is over three trillion VND, finance
profit is over seventy billion Dongs. In addition, Agribank Cau Giay
branch has the most modern IT infrastructure from the World Bank
project.
Therefore, it is said that the banking marketing application at
Agribank Cau Giay branch always needs to be reformed quickly to meet
the needs of customers so Agribank Cau Giay branch will not lose
customers and vice versa, The bank can also enhance its highly
competitive services in order to attract more customers. Based on that
practice, along with the knowledge gained during the course and practical

2

work at Agribank - Cau Giay Branch, I chose the topic "Improvement the
Marketing-Mix policy for Internet Banking (IBank) at Agribank Cau Giay
Branch”. The content of the topic revolves around analyzing, evaluating
and proposing a number of marketing mix promotion solutions for
Internet Banking services from which through supporting tools to develop
customers using the service of Bank.
2. Research objectives and questions
Research objectives of this thesis are to answer the following question:
“How – improve the banking marketing services – Agribank Cau Giay
Branch – overcomes – gain more benefits from customers?”. (In the interest
of helping bankers think more like entrepreneurs)
In order to achieve this objective, a list of necessary questions were studied
and this thesis hopefully provides all needed information about the current
situation of banking services in Agribank Cau Giay branch's bank marketing
management evaluations and solutions.
- If capital were free, what would we do differently? (Excessive
capital). If capital cost twice as much, what would we do differently?
(Lack of capital).
- Are we a bank that has technology or a technology company that
owns a bank charter?
- How likely is it that a customer would recommend our bank to a
friend or colleague?
- What one word do we want to own in the minds of our customers,
employees, and partners? (For example, Apple = different; Toyota =
quality; Google = search.)
- Do our customers need more than one thumb to use one click
payment method?

3

- What is marketing concept?
- What is bank marketing concept?
- What is a bank marketing mix in theory?
- What to analyse in bank marketing management?
- Bank marketing plan in practical situation?
3. Object and scope of the study
Research subjects:
Modern marketing principles to be applied appropriately at Agribank - Cau
Giay Branch.
Research scope:
+ Space: the above issues were studied at Agribank - Cau Giay Branch.
+ Time: The proposed solutions in the thesis make sense in the coming years.
4. Research Methods
Use qualitative and quantitative methods. Collecting documents, observing
customer behavior, thereby analyzing data on the environment, customers,
direct competitors.
5. Topic layout
In addition to the introduction and conclusion, the thesis content consists of
three chapters:
Chapter 1: The basics theory of Internet Banking service and Marketing mix.
Chapter 2: Current situation of Marketing mix policy for Internet Banking at
Agribank - Cau Giay Branch.
Chapter 3: Completing the Marketing mix policy for Internet Banking at
Agribank - Cau Giay Branch.

4


OVERVIEW OF RESEARCH SITUATION

In order to gain the basic knowledge and foundations that form the
theoretical basis for the topic, the author has consulted, summarized,
summarized and inherited from some documents of the following authors:
+ Marketing Theory: Document "Basic Marketing" by Assoc. Prof. Dr.
Nguyen Thi Nhu Liem, "Marketing Management" by Assoc. Prof. Dr. Le The
Gioi - Dr. Nguyen Xuan Lan.
+ Theory of Banking: Document "Modern banking operations", "Credit
and credit appraisal of banks", by author Dr. Nguyen Minh Kieu and the
document "Bank credit", by the author Dr. Ho Dieu.
In the process of implementing the topic, the author also consulted
from a number of relevant studies, thereby helping the author have an
overview of the field being studied, and help the author draw the research
orientations and methods as well as suggestions and solutions to suit their
topics, specifically:
+ Master's thesis topic: "Improving marketing policies at the branch of
Da Nang Foreign Trade Joint Stock Commercial Bank" by Nguyen Anh
Khoa. The topic has helped the author to see the situation, the current
marketing policy of the bank, and thereby help the author to have the
orientation and reference to research methods as well as marketing solutions
proposed to developing Internet Banking service of Agribank - Cau Giay
Branch. In addition, through the topic, the author has also inherited the
relevant theoretical foundations, especially the concepts of banking services,
thereby helping the author improve the theoretical basis of the topic.
+ Master's thesis topic: "Improving marketing policies at Technological
Commercial Joint Stock Bank - Da Nang Branch" by Vu Ngoc Anh. This
topic has provided the author with the orientation of current marketing

5

development of banking services, and also provides valuable materials
through analysis, evaluation and comparison of competitors, as well as giving
the causes and limitations of the banks, thereby giving the author more
ground to propose solutions and recommendations to develop Internet
Banking service marketing activities at Agribank - Cau Giay Branch, is more
suitable.
+ Topic: "Solution of developing products and services at BIDV, Ha
Tay" by Nguyen Thi Lan is another reference to help the author have an
overview of solutions to develop bank services. In addition, the bank has
provided the products at banks outside Agribank's system, thereby giving the
author a basis to propose more appropriate solutions in the proposal section of
the topic.
+ Topic of Master's thesis: "Solutions to develop services at Saigon
Industrial and Commercial Joint Stock Bank" by Le Thanh Binh and the
topic: "Solutions to develop electronic banking services at Commercial Bank
Orient Commercial Joint Stock Company” by Nguyen Truong Giang.
Through these topics, the author has an overview and understand the basics of
developing new services at commercial banks in the current period. Banking
products and services often have relationships and support for each other.
Therefore, the development of banking services has a very important role in
today's business activities. Therefore, the above topics have helped the author
have sufficient grounds to propose appropriate solutions in the development
of Internet Banking services.
+ Master's thesis topic: "Analysis and evaluation of Agribank's
Business Strategy to 2015" by Nguyen Huu Tuan, topic: "Agribank's
competitiveness - Situation and improvement solutions" of Truong Doan
Quoc Dung, these topics helped the author grasp the current situation of

6

business capacity and development strategy of Agribank, so that the author
could research and refer to the recommendations. .
+ Agribank's annual reports. The author has used the data from these
reports to perform an analysis of the status of Marketing activities in his topic.

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CHAPTER 1
THE BASICS THEORY OF INTERNET BANKING SERVICE
AND MARKETING MIX
1.1. Overview of services and banking services
1.1.1. Some concepts
1.1.1.1. Service
Services are a major economic area of modern society, the more society
develops, the higher the level of specialization and division of labor, the more
the service sector expands to meet diverse needs. of society. It can be said that
the high level of development of the service sector is a manifestation of a
highly developed society. Economists believe that the post-industrial society
is a service society.
Many people think of service as a "servant". Researchers have cited
various service concepts in various documents.
"Services are the results created to meet customer needs by trading
activities between suppliers and customers and by the internal activities of
suppliers."
“Service is an activity, consisting of non-existent factors, that resolves
relationships between the customer and / or property that the customer owns
and the supplier without the transfer of rights".
"A service is an activity or benefit that one party can provide to the

other party which is essentially invisible and does not provide a transfer of
ownership."
“Service is an action or series of actions taking place within a defined
time and space, performed by means of human and / or material means to
bring benefits to an individual or a collective according to standardized
procedures, procedures and behaviors”.

8


It is possible to draw a few comments from the concepts presented
above:
- Services are the results and benefits gained from standardized
interactions and transactions between suppliers and beneficiaries. Without this
process there would be no service.
- Service benefits are overall benefits, which can include both physical
and mental benefits, both main and secondary benefits created by many
activities.
- The service delivery process may use certain facilities. The results of
the services generated are abstract, ambiguous, not specific but can bring
satisfaction to the beneficiaries.
- The service may impact on the customer and / or property owned by
the customer.
- Service activities can impact directly on customers and this customer
becomes an input of the service delivery process, within the supply
mechanism. The service can also affect assets owned by customers, increase
the value of use, the value of the property that their ownership has not
changed.
1.1.1.2. Banking services
 Banking service concept

Banking service is understood as the financial services that the bank
provides to its customers to meet business needs, profitability, living
activities, asset storage ... Thereby, the bank gains interest difference, interest
rates, rates or charges from these products and services. In the current
development trend, the bank is considered as a service supermarket with
hundreds, even thousands of different services depending on the classification
and depending on the level of development of the bank. There are two

9


concepts of banking services:
The first view is that banks' profitable activities other than lending
activities are called service activities. Such delineation allows the bank to
implement a strategy of focusing on diversifying, developing and improving
the effectiveness of non-credit activities.
The second view is that all business activities of a bank are considered
service activities, including credit activities. Among sectors of the economy,
banking is in the service sector; Therefore, lending can be considered as a
service activity of the bank. The second approach approach means that
banking services include both net services and credit operations.
 Types of banking services
Currently, there are two main groups of banking services in the Bank,
namely traditional banking services and modern banking services.
Traditional banking services: including capital mobilization services,
discount services, loan services, payment services, entrustment services,
foreign exchange services.
Modern banking services include services such as asset management
services, treasury management services, electronic banking, home banking
services, financial advisory services, financial leasing services, ...

For the purposes of this topic, please specifically mention Internet
Banking. Internet Banking is a type of banking service performed by
customers but does not have to go to the counter to meet bank staff. In a
broader sense, this is a combination of a number of traditional banking
services

with

information

technology

and

electronics

and

telecommunications. Internet Banking is a form of e-commerce application in
banking business.
Internet Banking helps customers transfer money online through

10


accounts as well as control the operation of these accounts. To participate,
customers access the bank's website and conduct financial transactions,
accessing necessary information. The information is very rich, to every detail
of customer transaction as well as other information about the bank,
customers can also access other websites to make purchases and make

payments with the bank. However, when connected to the Internet, banks
must have security systems strong enough to deal with risks on a global scale.
This is a big obstacle because investing in security systems is very expensive.
1.1.1.3. Marketing and marketing banking services
 Concept of Marketing
Marketing activities were born and exist from the time when people
knew about exchange activities. There will be no marketing if there is no
exchange process. According to Philip Kotler (1988), "Marketing is human
activities to satisfy needs through the process of exchange" and "Social
platform of Marketing is to satisfy human needs". Thus, Marketing puts
people and their needs and wants at the center to meet and satisfy. Marketing
comes from the realities of exchanging activities in life and development
along with the development process of this human activity.
Marketing is the activity of every individual, every organization doing
it in order to achieve a good goal or to satisfy their desires regardless of
whether or not they act for business goals. In 1996, Philip Kotler and Gary
Armstrong stated: “Marketing is a management process and a social process
whereby individuals, groups and organizations get what they need and want to
communicate. through creating and exchanging valuable products with
others.”
From a marketer's point of view, the value of a product is the overall
ability of a product to satisfy a customer's need or desire. It can be said that

11


the measure of the value of a product is the level of customer satisfaction
about that product. This is the basis for price formation and exchange decision
between businesses and customers.
Another, more business-like concept, “Marketing is a management

measure, it allows the realization of a business's goals by awareness, work
arrangement, planning and control of resources. and business operations with
an interest in adapting to the surroundings and satisfying the needs of
customer groups, and thus enabling benefit.”
According to the American Marketing Association (AMA 2004),
“Marketing is an organizational function and a collection of creative,
communication, value transfer processes for customers and management of
customer relations system to benefit the organization and its interested
parties”.
Thus, from the new marketing point of view, two important issues to
achieve business goals are:
- Creation, communication and transfer of value to customers.
- Managing customer relationships.
These two issues are also implemented only to achieve the success of
the business in attracting and keeping its customers. This is somewhat
different from the traditional concept of Marketing is to determine the wishes
of customers and to satisfy those customers' needs.
 Marketing concept of banking services
Service marketing is the general development of marketing theory in
the service sector taking into account the characteristics of service and
business. Service is extremely diverse. Different service industries have
different characteristics. Researchers have found that service is a field where
marketing application is slow compared to manufacturing, so its development

12


in theory is not really clear. So far, academically, there hasn't been a fully
comprehensive concept.
Service marketing is different from commodity marketing and focuses

on solving difficulties in service business besides normal marketing
applications to help businesses be more successful.
Marketing of banking services belongs to the Marketing of services
group. Thus, it can be understood: Marketing of banking services is an
organizational and management system of a bank to achieve the set goal of
best satisfying the demand for capital and other banking services. With the
customer group selected by policies, the measures towards the ultimate goal
are to maximize profits.
1.1.2. Features of services and Banking services
1.1.2.1. Service characteristics
Services have a number of distinctive characteristics with physical
goods. This difference leads to some specifics in service business and service
marketing compared to physical goods trading and marketing. Features of the
service:
 Intangibility
Goods with shape, size, color and even taste. Can customers review and
evaluate whether it is suitable for their needs? In contrast, services are not a
specific commodity, they are intangible. The intangibles of services make the
senses of customers unnoticeable before buying. This is a disadvantage when
selling a service compared to selling a tangible goods. The reason is that it is
difficult for customers to try a service before buying it, it is difficult to
perceive quality, service is difficult to choose, service providers are difficult
to advertise to customers about the service. Therefore, it can be said that
selling services is much more difficult than selling tangible goods. In order to
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sell, sellers need to advise and clearly introduce to customers about the
quality, price, benefits, utilities ... that service brings them, this, customers
can hardly identify themselves. Service sellers have a very important role,

they are the people on behalf of the business to welcome customers and serve
customers. Losing customers or keeping customers is largely up to them.
Therefore, businesses need to recruit sales people with the necessary
qualifications, train them with the full knowledge and skills, and have
appropriate management policies to stimulate them to work passionately,
customer service.
In order to help customers, have enough information to support the
buying decision process, businesses need to provide them with the necessary
information by many different means. It is the provision of sales information,
customer

care

through

advertising publications, company websites,

suggestions letters, customer conferences, ...
 The inseparability of service delivery and consumption
Unlike tangible goods, the process of supply and consumption of
services occurs simultaneously. Service providers and customers must interact
with each other to provide and consume services at appropriate locations and
times for both parties. For some customer service needs to be present
regularly such as: doctor services, travel services, ... The customer contact
process lasts throughout the service delivery process, and service providers
participate in the service creation process.
So, this feature affects service businesses as follows:
- Difficult to achieve economies of scale.
- Difficult to achieve uniformity in quality.
- Difficult to balance supply and demand.

- The relationship between customers and service providers has a great

14


influence on customer perception of service quality. The inseparability of
service provision and consumption affects service marketing.
- Strong impact on psychology, customer sentiment, contributing to forming
customer perception about service quality.
- The relationship between customers and service providers greatly affects the
perception of service quality.
Therefore, it can be said that for marketing goods, it is a means of
exchange and for marketing services, it is a means of support and catalyst.
 Uneven quality
The service cannot be provided in a centralized and focused manner as
a commodity. Therefore, it is difficult for suppliers to check quality according
to a uniform standard. On the other hand, customer perception of service
quality is strongly influenced by the skills and attitudes of the service
provider. The health, enthusiasm of service providers in the morning and
afternoon can vary. Therefore, it is difficult to achieve uniformity and quality
of service within a day. The more people who serve the service, the harder it
is to ensure quality uniformity. To overcome this problem, it is possible to
implement mechanization and automation in service delivery, and at the same
time have specific management policies for service providers. However,
contact with courteous and courteous service staff is also an attractive factor
for customers. On the other hand, not all services can automate the delivery
process.
 Calculations cannot be stored
The service only exists at the time it is provided. As a result, the service
cannot be mass produced for storage, and when it is marketed, it is sold. This

characteristic affects service marketing policies in each specific period.
 Uniqueness

15


When buying a good, the customer is transferred ownership and
becomes the owner of the goods he or she purchased. When buying a service,
the customer is only entitled to use the service, to enjoy the benefits that the
service brings for a certain period of time.
This characteristic affects the distribution policy in service marketing,
in which wholesalers and retailers cannot transfer ownership. They are merely
participants in the service delivery process.
1.1.2.2. Characteristics of banking services
As a type of service business, banking services also bear common
characteristics of the service. Specifically:
 Intangibility
The intangibles make the service very difficult to assess in quality and
customers are often difficult to consider during the buying stage, they can
only check the quality during the purchase process and after purchasing it.
Banks therefore need to see that the key factor for choosing a bank to provide
financial services to them is their trust in that bank.
 Severability
The inseparability results from the service being processed or
experienced. Therefore, the service becomes an action that happens in
cooperation with the user and the bank. Services are then sold and consumed
at the same time. Therefore, production and marketing become an interactive
process. Bank employees directly serve customers in services that play a
bridging role in the service production process, and customers themselves
become "optional" employees of the bank.

 Heterogeneity
The characteristic of heterogeneity in production and consumption has
made services more unstable in terms of quality. The degree of instability is

16


affected by the service provider using more manpower or machines in the
process of providing services to customers. If more human involvement is
involved, the potential for service quality may be greater. Banks and financial
institutions are human-oriented organizations; Most of the previous customers
used to communicate directly with counters in branches. However, today with
the emergence of new technologies, services can become more dependent on
machines and allow banks to provide more standardized services through the
use of use electronic banking services, ...
From a buyer perspective, changes in service quality and inconsistent
performance only increase the risk of shopping for uncertainty, obviously
when shopping becomes larger. Even if marketing and the transfer of an
investment product can be standardized, the end result may still be uncertain
due to a range of other factors beyond the control of banks and institutions.
other financing.
 Perishability
Perishability characterizes the instant nature of the product that occurs
as a result of simultaneous production and consumption. The perpetuity
problem for service providers is that they cannot create and maintain
inventories. Therefore, changes in service market demand cannot be met in
the same way as for other commodity markets. Therefore, the important task
of marketing staff in service organizations is to find ways to level demand
level and to match supplier's supply capacity.
 Entrusted responsibilities

Entrusted liability refers to the implied responsibility of a bank's service
provider in managing its clients' funds and the nature of the financial advice it
provides to its customers. In the marketing meetings of banks, customers are
essentially buying a combination of promises: the bank promises to be

17


responsible for managing, managing the capital and financial issues of the
guests. line. Therefore, trust and confidence in the bank and its employees is a
mandatory requirement. However, credibility and trust can only be achieved as
a result of their experience with banks and their employees - which explains
why customers rely on other signals as a guide. Before buying a promise, can be
made from the bank.
 Two-way information
Banking is not just a one-time purchase but it ends with a series of
regular two-way transactions in a specific time period. Examples of
bidirectional transactions in the aforementioned sense include: issuance of
account statements, account management, etc. This type of interaction
provides the potential for banks to collect information valuable customers
with regard to account balances, account usage, savings and borrowing, the
use of credit cards, stores, shopping destinations that customers often visit ...
1.1.2.3. The characteristics of Internet Banking services impact on the
application of Marketing
Commercial banks in advanced countries around the world have been
developing strongly electronic banking services, especially Internet Banking.
In our country, the level of development is different, but there is a common
point that has started to pay attention and have a real applied research
investment strategy. This is because Internet Banking has the following
outstanding features:

 Fast and convenient
Internet Banking is a transaction channel, enabling customers to contact
banks quickly and conveniently to perform a number of banking operations at
any time (24 hours a day, 7 days a week) and anywhere. This is especially
meaningful for customers who have little time to go to the office to directly

18


deal with banks, small and medium customers, and individual customers with
a small number of transactions with the bank, the amount per transaction is
not large. This is a benefit that traditional banking transactions can hardly
achieve with fast and accurate speed compared to electronic banking.
 Saving costs, increasing revenue
Internet Banking transaction fees are considered to be very low compared
to traditional transactions, thereby contributing to increase operating revenue for
banks.
 Expanding the scope of activities, increasing competitiveness
Internet Banking is a solution of commercial banks to improve service
quality and operational efficiency, thereby improving the competitiveness of
banks. More importantly, Internet Banking also helps banks implement the
"globalization" strategy without opening more branches in the country as well
as abroad. Internet Banking is also a tool to promote and promote the brand of
the bank vividly and effectively.
 Improve the efficiency of capital use
In terms of the bank's business, Internet Banking will help improve the
efficiency of capital use. Through Internet Banking services, customer
requirements are fulfilled quickly, facilitating quick cash flow of capital, good
transaction and money - goods exchange. Thereby accelerating the speed of
goods and currency circulation, improving the efficiency of capital use.

 Increase the ability to care for and attract customers
It is the utility that comes from application technology, from software,
from network service providers, Internet Banking services, which has
attracted and kept customers using, dealing with banks, becoming customers.
banking tradition. With a modern bank model and multi-purpose business, the
ability to develop and provide services to many customers and many business

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