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Journal of Internet Banking and Commerce An open access Internet journal (http://www.arraydev.com/commerce/jibc/ ) Journal of Internet Banking and Commerce, April 2007, vol. 12, no.1 ( http://www.arraydev.com/commerce/jibc/ ) E-Business Strategy in an Online Banking Services: A Case Study Author's Name: Abdullah S. Al-Mudimigh Author's Title/Affiliation : Assistant Professor Postal Address: Department of Information Systems, College of Computer & Information Sciences, King Saud University, Riyadh 11543, P O Box 51178, Saudi Arabia Author’s Personal/Organizational Website: www.ccis.ksu.edu.sa E-mail : mudimigh(at)ccis.ksu.edu.sa Brief Biographic Description : Chairman, Information Systems Department, College of Computer & Information Sciences, King Saud University, Riyadh, Saudi Arabia. His research interests are in the areas of enterprise systems (ES), e-business, strategic information system planning, and customer relationship management (CRM). Abstract Banks today are aware of both the threat and the opportunity that the Web represents. No traditional bank would dare face investment analysts without an Internet strategy. But even a detailed and thoughtful approach to the Web does not guarantee business success. The main purpose behind the launching of online banking services is to provide the customers with an alternative, more responsive and with less expensive options. With options just a click away, customers have more control than ever. They expect real-time answers and superior usability. They also want personal attention and highly customized products and services. The focus of e-business must always be on the customer. On the other hand, the technology and the business structure follow on form of the value you intend to provide to the customer.
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JIBC April 2007, Vol. 12, No. 1 -2- This paper evaluates the success of the e-business model and e-business strategy implemented by Citibank in the United Arab Emirates in offering its retail Internet Banking Service; Citibank Online. Keywords: Electronic Banking, Online Banking, Retail Banking, Internet Usage © Dr. Abdullah S. Al-Mudimigh, 2007 Introduction E-business relies on the development of new business strategies based on networks. The world has become increasingly inter-connected via telecommunication networks and computers. These offer fast, flexible, and cost-effective ways of doing business. The Internet is driving the new economy by creating unprecedented opportunities for countries, companies and individuals around the world. CEOs worldwide recognize the strategic role that the Internet plays in their company’s ability to survive and compete in the future. To be competitive in the Internet economy, companies need to harness the power of the Internet successfully. Citibank UAE – Background Information
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