個案資料
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Citibank: Innovating the Customer's Journey with Fintech
內容大綱
This case is based on Citibank's consumer banking business in Hong Kong which aims to capture the impact of emerging fintech technologies and its impact on consumer banking behavior. The case explains about fintech, its evolution, especially in China and Hong Kong, and dives deeper into the three areas where Citibank product delivery could be enhanced using technology: basic transactional services, value-added services and, lastly, being able to provide a fintech ecosystem that would allow greater engagement with customers.