Credit institutions are currently facing a dual challenge in the retail banking sector: on one hand, reactions to structural change are necessary, and on the other, there is a need to combat ongoing profitability issues. The result is an intensification of competition. Against the backdrop of the competitive situation in banking, Andreas Bruns examines the conditions under which credit institutions can achieve the urgently needed competitive advantage through a simultaneously hybrid quality strategy. The goal is to improve the quality of banking services while simultaneously reducing costs. As a result, a conceptual framework is developed that enables the implementation of a simultaneously hybrid quality strategy in the retail banking sector of credit institutions.