| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系 === 105 === Development of banking services in general and retail banking services in particular is one of the important components of the restructuring of the banking sector. This is one of the factors that helps sustainable development of the banking system, reduces risks in business. It is less affected by economic cycles than other areas. In addition, this business segment contributes to expanding markets, increasing competitiveness.
Banks around the world and in the region are focusing on developing retail banking operations as a foundation for sustainable development. The fact is that in the US and Asia - Pacific, retail banking plays an important role (in US, profits from retail banking segment accounts for 50-70%, in Asia - Pacific accounting for about 35% of the total income of the bank)
So far, most of the commercial banks as well as international financial institutions have focused on developing strategies for retail banking activities, announcing a series of customer policies for major customers with very specific preferences about the cost, the priority mode, remuneration. Because of potential business market with fierce competition, banks must always change business strategy, expand and diversify customer groups. Tien Phong Commercial Joint Stock Bank is not out of this trend.
For the study, the thesis uses the basic rationale for:
- The concept of the commercial banks and banking services.
- The concept of retail banking services.
- Characteristics of retail banking services.
- The trend of retail banking services.
- Factors affecting retail banking services.
- Concept and marketing characteristics of retail banking services.
- The necessity of marketing in the development of retail banking services.
The rationale is primarily stated in Chapter 2: Rationale for marketing perfection of retail banking services.
In chapter 3, the author refers to research methods applied in the thesis (data collection, data analysis)
In chapter 4, the author briefly introduces Tien Phong Commercial Joint Stock Bank – West Branch in Hanoi, outline the situation of business activities of the branch from 2013 to 2015, as well as the business activities of retail banking services of the branch to analyze the situation of the retail business of the branch. There also exists a combination with data analysis obtained from the questionnaire to assess the current status of marketing for retail banking services at the branch. Finally, according to the assessment, forecast of the development banking sector in general and retail banking in particular, we can give service-oriented development of Tien Phong Bank retail banking; the analysis and assessment for the business situation of retail banking services and marketing activities of retail banking services at Tien Phong Bank. The author offers complete marketing solutions for retail banking services, development orientation for this service of Tien Phong Bank - West Branch in Hanoi in the future.
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