Das World Wide Web als Alternative zur Bankfiliale: Gestaltung innovativer IKS für das Direktbanking

The Internet/World Wide Web (WWW) offers due to its key features interactivity and multi-media support a broad potential for marketing in the field of financial services. Presently however, this potential is only partially utilized w.r.t. product information and recently standard financial transactions. Generalizing on research project work with Advance Bank, a Munich based direct banking firm, we show in this paper, how the WWW can play a crucial role in direct banking IS strategy: It can support customer consulting w.r.t. complex banking products such as e.g. credit or leasing financing of private homes simultaneously to and integrated with telephone communication. Thus it helps direct banking to compete with traditional banking branch offices also w.r.t. consultation-intensive products.