Relationship-oriented Social Media Marketing Strategy in Banking Service Company - Focusing on Industrial Bank of Korea

금융기업의 관계지향적 소셜 미디어 마케팅 성공 전략 -IBK 기업은행 사례를 중심으로

  • 노은직 (서울과학종합대학원 경영학과) ;
  • 김보영 (서울과학종합대학원 경영학과)
  • Received : 2011.09.29
  • Accepted : 2011.12.07
  • Published : 2012.01.28


The relationship between Korean bank and customer are known as rigidity compare to other industry. The conservative organizational culture is often found in Korean banks. Today, Korean banks are facing dramatic change in digital world in that new wave in online intensifies the connectivity with bank customers and potentials. The introduction of social media would force to develop new marketing strategy in terms of the relationship oriented behavior. The case study presents the findings of a social media marketing strategy which was conducted in Industrial Bank of Korea in 2009-2011. More specifically, the study was designed to determine and evaluate the importance of social media marketing by retail bank in strategic instrument. Also it sets out to determine the perceived usefulness of the relationship oriented services offered by banks to their visitors and followers what these banks can do in order to improve bank services to improve competitive. Using the six relationship activity factors, the banks were examined in the study, a set of core activities (trusty worthy, empathy, shared value, emotional bonding, rich communication) are defined and described.


Social Media;Relationship Oriented Service;Customer Satisfaction


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