Nowadays, companies are getting more and more involved in Geographic Information Systems. Indeed, Geographic Information Systems (GIS) are a new tool for today's businesses. This statement is confirmed by Peter Keenan (2005). There are in fact several reasons why companies are increasingly using GIS. The two major ones are for marketing and for strategic decisions purposes. However, it is interesting to notice that GIS is largely used by the banking sector today for these purposes. First of all, several elements of a definition of GIS are provided. In a second part a brief analysis of the reasons why companies in general are using Geographic Information Systems is proposed. Then, one will be able to identify the different uses of GIS. Finally, to go further in the use of GIS in the banking sector, one will provide information based on articles to detail the conditions of uses.
[...] Secondly, the user has to incorporate temporal and economical aspects before obtaining the visual representation of the comparison required What banks are effectively doing with GIS? In their article, Birkin and Clarke (1998) claim that banks have three major interests in using GIS. Indeed, banks use Geographic Information Systems to judge branch closures but also to evaluate branch opening. Finally, it is also use to assess the replacement of a branch with an ATM. Definitely, banks need to understand the market in order to serve better their customers. [...]
[...] The very first use of GIS for business purpose remounts to the end of the 60s. Indeed, Keenan describes the establishment of a GIS in 1969 by the Environmental Systems Research Institute. One can wonder what the companies that are using GIS today are. McMucllin (2003) claims that organizations such as Blockbuster Video or Starbucks Coffee are using retail and marketing geography techniques such as GIS to implement their operations. Indeed, the use of GIS is now becoming common by companies. [...]
[...] Indeed, banks are exploiting the functionalities of GIS in order to analyse information, to localise potential users and to visualise comparison of alternatives What are the different uses of GIS? The literature reveals several business applications of Geographic Information Systems. Indeed, Keenan (2005) gives for instance four business sectors that are using GIS as a logistics, operational, service or marketing support. Our study is more focusing on marketing applications of GIS in business. Therefore Doyle (2001) states that companies, and one can add that especially banks, are using GIS for locating information, doing neighbourhood marketing, targeting using drive time from home to the branch, analysing the population of an area . [...]
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