CAJ | 학술논문

银行日益丰富的服务渠道为客户获取金融服务提供了更多的选择方式。银行要想有效地利用这些渠道，不仅需要进行金融产品创新，同样需要深刻理解客户的渠道选择行为。本文从客户、产品、渠道以及银行等角度，分析了客户的渠道选择动机．从而为银行有效配置渠道资源提供了依据。
은행일익봉부적복무거도위객호획취금융복무제공료경다적선택방식。은행요상유효지이용저사거도，불부수요진행금융산품창신，동양수요심각리해객호적거도선택행위。본문종객호、산품、거도이급은행등각도，분석료객호적거도선택동궤．종이위은행유효배치거도자원제공료의거。
Customers are now accessing more services from increasing distribution channels. To effectively utilize these channels, banks not only need to innovate new financial products, but also focus on customer behavior when they choose channel. From the perspectives customer, service, channel and bank itself, this paper analyses reasons why customers choosea certain channel and provides a basis on which channel can be effectively utilized.