Current Account and Saving Account: A Review of Banking strategic management and business model literature

Abstract

Business competition and new market opportunities that encourage the formation of new business models
in the banking industry. This study aims to systematically identify the current account and saving account
development strategy in the context of a banking business strategy and business model. This study uses a systematic
literature review approach based on relevant literature on current accounts and saving accounts conceptualized in
the new banking business model. The findings of this study indicate that the market penetration strategy is to
optimize the position of the banking system which now has a network that is connected online throughout Indonesia
as well as a customer base, a market development strategy that is to serve all levels of society by selectively entering
unserved markets, a product development strategy, namely complement existing products with new features as well
as create new products.