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Proposed strategy enhances digital transformation for CIMB Niaga, leveraging smartphone banking to improve customer engagement.
The rapid technological advancements in the digital age are having an impact across various industries, including finance and banking. This has intensified competition among banks, with the rise of fintech and e-wallet services further enhancing the industry's competitiveness. In response to this challenge, Indonesian banks are actively investing in the development of smartphone banking apps to meet evolving customer needs. Presently, Indonesian customers demonstrate openness to innovative digital economy products, particularly in the digital payments. Capitalizing on market opportunities, CIMB Niaga as one of Indonesia's largest banks with a total capital of 30 trillion rupiah, is strategically leveraging the development of smartphone banking applications through OCTO Mobile. However, in comparison to other banking apps, OCTO Mobile currently exhibits a lower usage rate. According to Consumer Preference Towards Banking and E-Wallet Apps survey that conduc
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Layola et al. (2023) studied this question.
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