The following assignment gives an overview on internet based service strategies and specifies them with the example of the Deutsche
Bank´s product db OnlineBanking. The assignment is structured by defining some general aspects concerning strategy, elements of strategy and a short summary of the main changes in strategy. Afterwards, it gives a detailed view on the three main concepts of
internet based service strategies followed by the example of Deutsche Bank´s homepage and its product db OnlineBanking. The example discusses how Deutsche Bank implements these service strategies as a concrete configuration in its daily business. The last paragraph analyses the reason of providing online based services, advantages and disadvantages for both Deutsche Bank and its clients.
Table of Contents
1 Internet - mass media tool used worldwide
2 Internet based service strategy – a common trend?!
2.1 What is a strategy? How is it defined?
2.2 What are the characteristics of a strategy?
2.3 Which strategic changes happen?
3 Which concepts of internet based services exist?
3.1 Information strategy
3.2 Communication strategy
3.3 Transaction strategy
4 Example of a concrete configuration of service strategies
4.1 How is online banking defined?
4.2 Deutsche Bank´s homepage
4.2.1 Information strategy on Deutsche Bank´s homepage
4.2.2 About db OnlineBanking homepage
5 Why does Deutsche Bank use online based service strategies?
5.1 Competitive advantage through cost reducing
5.2 Online banks versus branch banks
5.3 Customer´s satisfaction as one key term
5.4 Problems with online based services
5.5 Client´s acceptance of online services
6 Conclusion
Objectives and Research Focus
This paper examines how companies leverage internet-based service strategies to adapt to evolving market conditions, focusing specifically on the digital transformation of banking services through the case study of Deutsche Bank’s online offerings.
- Strategic adaptation of banks to the growing availability and usage of the internet.
- The triad of internet service concepts: information, communication, and transaction strategies.
- Practical application of online service configurations within Deutsche Bank’s digital infrastructure.
- The relationship between operational cost reduction, competitive advantage, and client satisfaction.
- Challenges regarding security, technical accessibility, and varying levels of customer acceptance.
Excerpt from the Book
3.1 Information strategy
Information strategy describes how a company handles the availability of its data to gain a competitive advantage. This strategy can be seen as a detailed and complex plan developing within the daily business activities. According to the relationship between the company and the environment the plan promotes the company to a superior position. Viewed in detail, the company is able to provide information to their customers or online users occupying the inferior role of an information recipient. Information is not only used to inform customers but also to influence them, their attitude and their behavior and that nearly everywhere. That means almost every company distributes information about itself, its products and services via advertisements, promotion campaigns etc. to cause a representative effect. In summary an information service system includes:
- Information about a company and its goods and / or services
- Influence customer´s behavior
- References for further developments
- References for any kinds of consulting services
Summary of Chapters
1 Internet - mass media tool used worldwide: This chapter provides an overview of the technological advancements, such as smartphones and the internet, that have revolutionized communication and created new distribution channels for businesses.
2 Internet based service strategy – a common trend?!: The chapter defines the fundamental characteristics of corporate strategy and explores how market changes, particularly the internet, necessitate strategic adjustments.
3 Which concepts of internet based services exist?: This section categorizes internet-based services into three distinct interactional concepts: information, communication, and transaction strategies.
4 Example of a concrete configuration of service strategies: This chapter serves as a case study, detailing how Deutsche Bank implements the previously defined strategies through its homepage and the db OnlineBanking product.
5 Why does Deutsche Bank use online based service strategies?: The author analyzes the drivers behind the shift to online banking, including cost-efficiency, competition with direct banks, customer satisfaction, and security considerations.
6 Conclusion: The final chapter synthesizes the main findings, emphasizing that future success for banks depends on balancing technological innovation with client-oriented strategies to secure a competitive advantage.
Keywords
Internet-based service strategy, Online banking, Deutsche Bank, Information strategy, Communication strategy, Transaction strategy, Competitive advantage, Cost reduction, Customer satisfaction, Digital transformation, Mobile banking, IT security, Market adaptation, Client acceptance, Financial services.
Frequently Asked Questions
What is the core focus of this paper?
The paper explores how companies, particularly in the banking sector, implement internet-based service strategies to adapt to modern technological trends and changing consumer behaviors.
What are the primary thematic areas covered?
The primary themes include strategic management in the digital age, the classification of web-based service concepts (information, communication, transaction), and the practical implementation of these concepts in the banking industry.
What is the central research question?
The research investigates how the rise of internet usage and mobile devices drives banks to adopt new distribution channels, and whether this shift effectively balances cost-cutting measures with the necessity of maintaining high customer satisfaction.
Which scientific approach is utilized?
The work utilizes a literature-based analysis combined with a specific case study approach, evaluating the strategic model of Deutsche Bank’s online and homepage infrastructure.
What topics are discussed in the main body of the work?
The main body details the theoretical foundations of business strategies, defines the three pillars of internet services, provides a concrete examination of Deutsche Bank’s digital tools, and discusses the economic and social implications of online banking.
Which keywords best characterize this research?
Key terms include digital strategy, online banking, competitive advantage, customer satisfaction, and electronic communication channels.
How does the information strategy function at Deutsche Bank?
It acts as a central hub for all activities, keeping clients informed about company news, structures, and investment opportunities, while simultaneously guiding users to specific sub-sites like db OnlineBanking.
What is the strategic objective of implementing FAQs?
The primary objective of the FAQs is to reduce high-frequency, simple service requests, thereby saving time for customers and minimizing operational costs related to support personnel and technical infrastructure.
What role does "Mitteilung an die Bank" play in the communication strategy?
This tool allows authenticated users to securely interact with the bank for specific needs, such as ordering products, updating account information, or requesting support, representing a direct communication method within the transactional environment.
- Arbeit zitieren
- Hanno Fitte (Autor:in), 2012, Online based service strategy, München, GRIN Verlag, https://www.hausarbeiten.de/document/200893
