Bank branches are places where customers inquire and conduct business, but more importantly, they are crucial for providing services, marketing, maintaining customer relationships, discovering customer resources, and realizing bank profits. Although online banking and self-service banking have developed to a certain extent, the majority of business transactions and inquiries are still conducted face-to-face with bank employees at physical branches. This is especially true for rural cooperative banks (nonghehang), whose operations are primarily completed at their branches. In today's increasingly competitive financial market, various financial institutions are using every possible means to compete for market share by enhancing their social image, building good bank credibility, implementing advanced service mechanisms, and creating excellent branch environments. Therefore, rural cooperative banks should strengthen their branch network construction to compete with numerous commercial banks, thereby consolidating their "old territories" while exploring new markets.
In the following sections, the author will discuss branch network construction:
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