MELLI BANK’S E-BANKING STRATEGY: MASTERING THE ART OF MARKET PENETRATION

Abstract

In the modern era, financial institutions are acutely attuned to the dynamic landscape of the web. In contrast to conventional brick-and-mortar branches, the advent of ebanking systems leverages the internet to extend a gamut of services to customers. These services encompass a wide spectrum, ranging from account opening to seamless fund transfers and electronic bill payments. This paradigm shift toward e-banking systems ushers in a new era of accessibility and convenience for customers. With the power of the internet at their fingertips, clients can engage with their financial institutions from the comfort of their homes or offices, unlocking a world of financial possibilities. This paper delves into the multifaceted realm of e-banking, exploring the transformative impact of internet-based services on the banking sector. By scrutinizing the opportunities and threats posed by web-centric banking, this research offers insights into the evolving landscape of financial services and underscores the strategic importance of embracing digital channels