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The Internet and the banks’ strategic distribution channel decisions

Niels Peter Mols (Associate Professor of Marketing, Department of Management, University of Aarhus, Denmark)

Internet Research

ISSN: 1066-2243

Article publication date: 1 October 1998



Bank customers are divided into an Internet banking segment and a branch banking segment and it is argued the former is growing and the latter is declining. This development is predicted dramatically to change the distribution channel structure in the retail banking sector. Two important strategic distribution channel decisions face banks. The first is whether to target the branch banking segment or the Internet banking segment. The other regards the geographical area banks aim to serve. This can be the local/national area or several nations. Based on this, four pure distribution channel strategies and a dual strategy are identified and their advantages and disadvantages are discussed.



Mols, N.P. (1998), "The Internet and the banks’ strategic distribution channel decisions", Internet Research, Vol. 8 No. 4, pp. 331-337.




Copyright © 1998, MCB UP Limited

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