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VRIO 

Value: Public Bank has prudent management and superior customer service, while CIMB is focus on Islamic financing service which has successfully become second largest Islamic financing provider in Malaysia (Ranked after Bank Islam Malaysia).

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Rarity: Public Bank has been focusing on improving its FinTech approach by implementing bank’s QR Pay Services and the Real-Time Retail Payments platform. Whereas, CIMB implemented convenient services for those who wish to have transaction, cash deposit or cash withdrawal in CIMB’s partnership countries (Indonesia, Singapore, Cambodia), they can execute those services mentioned with free of charges.

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Imitability: Public Bank successfully cultivates its organizational culture to provide excellent services to its customers whereby it is difficult to be imitated by competitors. CIMB has become a mature Islamic financing provider in both local and global.

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Organization: Both Public Bank and CIMB have sufficient well-trained staffs, branches and ATMs in both local and overseas in order to serve large number of customers.