The deregulation of the Indonesian banking industry over the past two decades was intended to improve the efficiency and effectiveness of the banking industry. citibank has benefitted from this gradual deregulation but, to become more competitive in the banking industry, it will have to attract more and more customers by providing better and better customer service, timeliness, and delivery.



Citibank, however, is limited to the number of branches it can open in anyone city. To expand, it will be necessary for citibank to increase the number of the customers per branch and to increase deposits per customer. To attract more customers, citibank has had to offer additional services to overcome its major drawback, a limited branch network.



Research location: Citibank N.A.

Supervisor: Donald Lecraw,PhD

Accepted: December 1991