The Greek retail-banking sector has generated over the last couple of years excellent revenues with their branches network and expansion strategy to the neighbouring Balkan markets. The private sector and households mainly demanded banking products as deposits, consumer credits, mortgages- and building loans, credit cards and services as customer advisory, phone banking and Internet banking. Especially a strong competition between the traditional Greek retail banks (e.g. National Bank of Greece, Alpha Bank, Piraeus Bank etc.) the new retail bank entrants (e.g. Proton Bank, Millennium, Marfin Popular Bank etc.) and the indications for a slowly saturated market will force the Greek retail banks to focus more and more on new perspectives through customer orientation.
The target of the thesis is to give on a transparent and structured way valuable knowledge what new perspectives through customer orientation are and what relation exist between customer-orientation process and a CRM framework in the Greek Retail Banking sector and how this can be used in a practical and methodical way.
Inhaltsverzeichnis (Table of Contents)
- Management Summary
- Table of contents
- Solemn declaration
- Preface
- Glossary
- Introduction
- Current Situation
- Problem Formulation
- Objectives
- Scope of the Thesis
- Limitation Criteria 1: Target market
- Limitation Criteria 2: Specific Period
- Limitation Criteria 3: Strategic Decision Management Level
- Out of scope
- Methodical Approach
- Definition of Terminology and Conceptual Clarifications
- Definition of retail banking business
- Defining the business segment
- The attributes of retail banking business
- In terms of products and services offering
- In terms of customer-bank relationship
- What are the Retail Banking Business Drivers?
- Management of customer revenue
- Cost Management
- Decreasing loyalty of the retail clients and higher expectations
- Increased competition between traditional banks and new banks
- Consolidation in Retail-banking
- Introducing Internet as a new channel for e-banking services
- Summary of Business Drivers of retail-banking segment
- The analysis of the Retail Banking Market Trends
- The EFMA Retail Banking Survey
- Methodology and Assessment model
- The five pillars of the assessment model
- Findings of the report
- Strategy
- Business Intelligence and controlling
- Multichannel Customer Management
- People and Organization
- IT and application systems
- Conclusion of the report
- Mapping EFMA report findings with Retail Banking Business Drivers
- Fundamentals of customer orientation in retail banking
- Customer orientation as an originator for successful relationships
- Differentiation between market-orientation and customer-orientation
- Success chain as an instrument for customer dialog
- Problems in implementation of customer orientation process
- Designing successful relationships
- The Content Dimension
- The Time Dimension - Customer Relation Life Cycle
- The CRM Framework as a fundamental for customer orientation
- Market saturation in Greek retail banking
- Customer orientation as a strategic solution
- Implementation of customer-oriented strategies
- The CRM framework as a tool for successful customer relationship management
- SWOT analysis of key players in the Greek retail banking market
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The primary objective of this thesis is to analyze the challenges of a slowly saturating market within the retail banking sector in Greece and to propose solutions based on customer orientation. This aims to foster long-term and profitable relationships between banks and their customers. The research will be carried out through a methodical approach, incorporating a SWOT analysis of key players in the market and evaluating the effectiveness of the CRM framework in implementing customer orientation. The key themes explored in this thesis include:Zusammenfassung der Kapitel (Chapter Summaries)
The first chapter provides an overview of the current situation in the Greek retail banking market, highlighting the challenges posed by market saturation. It also establishes the problem formulation, objectives, scope, and methodology for the thesis. Chapter two delves into definitions and conceptual clarifications regarding retail banking, including business drivers, market trends, and the importance of customer orientation. This chapter also examines the EFMA Retail Banking Survey and its findings, mapping them onto the business drivers of the sector. Finally, chapter two outlines the fundamentals of customer orientation in retail banking, discussing its significance in building successful relationships and exploring its implementation challenges. Chapter two concludes by introducing the CRM framework as a key tool for achieving customer orientation.
Schlüsselwörter (Keywords)
This research focuses on the evolving dynamics of the Greek retail banking market, specifically addressing the challenges of market saturation and the increasing need for customer orientation. The key areas of exploration include: retail banking, customer orientation, CRM framework, SWOT analysis, market saturation, and Greek banking market trends.- Arbeit zitieren
- Niko Mikopoulos (Autor:in), 2008, Retail Banking in Greece - New perspectives through customer orientation in a slowly saturated market, München, GRIN Verlag, https://www.grin.com/document/186527