Leseprobe
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Abkürzungsverzeichnis... 3
Abbildungsverzeichnis ... 4
1 Einleitung ... 5
1.1 Problemstellung ... 5
1.2 Zielsetzung und Struktur ... 5
2 Kundenbindung ... 7
2.1 Die Wirkungskette der Kundenbindung ... 9
2.2 Besonderheiten bei der Kundenbindung im Finanzdienstleistungssektor ... 10
2.3 Instrumente zur Kundenbindung für Banken ... 17
2.3.1 Value Added Services ... 17
2.3.2 Preispolitik ... 21
2.3.3 Kundenkarten und Kundenclubs ... 22
2.3.4 Beschwerdemanagement ... 27
3 Erläuterung der behandelten Trends ... 30
3.1 Die Digitalisierung ... 30
3.1.1 Einfluss der Digitalisierung auf das Kundenbeziehungsmanagement ... 31
3.2 Die zunehmende Individualisierung ... 35
3.2.1 Instrumente zur Kundenbindung von Banken vor dem Hintergrund der
Individualisierung ... 38
3.3 Der bargeldlose Zahlungsverkehr ... 42
3.3.1 Die Einbindung moderner Zahlungsmethoden in das
Kundenbeziehungsmanagement ... 44
4 Fazit ... 47
4.1 Herausforderung für Banken ... 48
Literaturverzeichnis ... 51
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Abbildung 1: Wirkungskette der Kundenbindung ... 9
Abbildung 2: Online-Banking-Nutzung der Deutschen zwischen 2004 und 2016 ... 11
Abbildung 3: Clusteranalyse ...14
Abbildung 4: Customer Journey... 26
Abbildung 5: Der Beschwerdemanagementprozess...29
Abbildung 6: Kontomodelle der Hamburger Sparkasse...39
Abbildung 7: Entwicklung der Online-Banking-Nutzung in Deutschland zwischen
2006 und 2014 in Prozent...43
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- Arbeit zitieren
- Gerrit Schwalenberg (Autor), 2017, Kundenbindung im Finanzsektor. Der Einfluss von globalen Trends auf die Bindung von Jungkunden, München, GRIN Verlag, https://www.grin.com/document/379262
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