@article{ART002517348},
author={Woo Sungmi and Ahn Byunghak},
title={A Case Study on Development of Financial Brand Experience in the era of Techfin},
journal={Journal of Communication Design},
issn={1976-1562},
year={2019},
volume={69},
pages={47-58},
doi={10.25111/jcd.2019.69.04}
TY - JOUR
AU - Woo Sungmi
AU - Ahn Byunghak
TI - A Case Study on Development of Financial Brand Experience in the era of Techfin
JO - Journal of Communication Design
PY - 2019
VL - 69
IS - null
PB - CDAK Society of Communication Design
SP - 47
EP - 58
SN - 1976-1562
AB - This study delves into the paradigm shift in the current financial market with a highlight on the concept of customer experience, which is growing in significance in the era of Techfin, and how existing financial companies are creating brand experiences for customers for certain channels. Our insight is anchored in acquiring a contextual understanding of the significance of differentiated definition of a ‘brand’ from its previous concepts, and in building a corporate brand image based on customer experience through reviewing the past literature and research cases. Also, a case analysis was conducted on three banking brands which have been reinforcing their capabilities in both face-to-face and non-face-to-face channels amidst the current time of changes. As a result, it was identified that each brand is in the middle of a dedicated process of strengthening their level of excellence in online, mobile and branch services as well as techfin enterprises, and that KB Kookmin Bank currently is the most competent in terms of customer satisfaction. This study intends to place a strong emphasis on the fact that in the midst of a paradigm shift, a deep understanding of customers remains the most crucial factor in acquiring new customers for the entire financial industry, and it is vital to create tailored customer experiences through crafting channel-specific strategies reflecting customers’ needs and demands.
KW - Techfin;Finance;Brand Experience
DO - 10.25111/jcd.2019.69.04
ER -
Woo Sungmi and Ahn Byunghak. (2019). A Case Study on Development of Financial Brand Experience in the era of Techfin. Journal of Communication Design, 69, 47-58.
Woo Sungmi and Ahn Byunghak. 2019, "A Case Study on Development of Financial Brand Experience in the era of Techfin", Journal of Communication Design, vol.69, pp.47-58. Available from: doi:10.25111/jcd.2019.69.04
Woo Sungmi, Ahn Byunghak "A Case Study on Development of Financial Brand Experience in the era of Techfin" Journal of Communication Design 69 pp.47-58 (2019) : 47.
Woo Sungmi, Ahn Byunghak. A Case Study on Development of Financial Brand Experience in the era of Techfin. 2019; 69 47-58. Available from: doi:10.25111/jcd.2019.69.04
Woo Sungmi and Ahn Byunghak. "A Case Study on Development of Financial Brand Experience in the era of Techfin" Journal of Communication Design 69(2019) : 47-58.doi: 10.25111/jcd.2019.69.04
Woo Sungmi; Ahn Byunghak. A Case Study on Development of Financial Brand Experience in the era of Techfin. Journal of Communication Design, 69, 47-58. doi: 10.25111/jcd.2019.69.04
Woo Sungmi; Ahn Byunghak. A Case Study on Development of Financial Brand Experience in the era of Techfin. Journal of Communication Design. 2019; 69 47-58. doi: 10.25111/jcd.2019.69.04
Woo Sungmi, Ahn Byunghak. A Case Study on Development of Financial Brand Experience in the era of Techfin. 2019; 69 47-58. Available from: doi:10.25111/jcd.2019.69.04
Woo Sungmi and Ahn Byunghak. "A Case Study on Development of Financial Brand Experience in the era of Techfin" Journal of Communication Design 69(2019) : 47-58.doi: 10.25111/jcd.2019.69.04
