Global banking practices

This research study aims to (a) identify the good Internet marketing practices adopted by the top global banks, (b) study how these practices are affected by external environmental factors and (c) identify Internet marketing clusters of these banks. The “RAIN” framework was developed to identify the four Internet marketing clusters in terms of the degree of Information Management and Customer Relationship Management of the banks’ websites. Using this framework, the study illustrates that the current position of Singapore banks is in the “No-Focus” quadrant and possible strategies were recommended for Singapore banks to expand globally