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The Evolution and the Future Role of the Branch in Distribution of the Banking Products and Services

Author

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  • Cătălin Nicolae Bulgărea

    (“Transilvania” University of Brasov, Romania)

Abstract

Debate about the role of the branch office in the retail banking business is nothing new. The discussion of branch existence has been going on since the appearance of the internet, mobile phone. Despite the development of new distribution channels and falling number of customers, the branch is by no means dead! In fact, surveys and studies have consistently shown that it remains the customers’ preferred channel: they still value face-to-face discussions with their bank officer. Currently the branches contribute to about 85% of sales. The branch needs to evolve so that it provides customers with a powerful and attractive alternative to the other channels that are appearing. What is the role of branch in the multichannel banking? Banks should have the ability to deliver the right service, at the right time in the right channel.

Suggested Citation

  • Cătălin Nicolae Bulgărea, 2011. "The Evolution and the Future Role of the Branch in Distribution of the Banking Products and Services," Annals of the University of Petrosani, Economics, University of Petrosani, Romania, vol. 11(3), pages 15-22.
    • Handle: RePEc:pet:annals:v:11:y:2011:i:3:p:15-22
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    More about this item

    Keywords

    branch; banking products and services; distribution; banking distribution channel; multichannel;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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