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Hang Seng Bank's e-Banking: Leveraging an Established Brand for New Relationships
內容大綱
Hang Seng Bank is the second-largest locally incorporated bank and the fifth-largest public company in Hong Kong. Due to growing consumer demand, peer pressure, and pressure to improve profits, Hang Seng launched e-banking in August 2000. This case provides a study of why Hang Seng accelerated its online banking strategies, critical issues in its implementation of strategies, and how Hang Seng is differentiating its online banking from that of other banks. Hang Seng has been serving customers throughout Hong Kong since 1933; it has been regarded as a reliable and traditional community bank. Discusses how e-banking is helping Hang Seng to strengthen its new image as a contemporary and progressive bank. The case also presents the issue of how to measure the profitability of online banking and/or technology investment.