Kundenbindung im Finanzsektor. Der Einfluss von globalen Trends auf die Bindung von Jungkunden


Bachelorarbeit, 2017

53 Seiten, Note: 1,7


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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Details

Titel
Kundenbindung im Finanzsektor. Der Einfluss von globalen Trends auf die Bindung von Jungkunden
Note
1,7
Autor
Jahr
2017
Seiten
53
Katalognummer
V379262
ISBN (eBook)
9783668615076
ISBN (Buch)
9783668615083
Dateigröße
1126 KB
Sprache
Deutsch
Anmerkungen
Der abschließende Kommentar des Professors zur Bewertung der Hausarbeit lautet: "Die Arbeit besticht in vielen Facetten durch ein durchgängig hohes Niveau. Der Autor legt eine inhaltlich anspruchsvolle und formal mängelfreie Arbeit vor. Sie verdient im besten Sinne das Prädikat "gut"."
Schlagworte
kundenbindung, finanzsektor, einfluss, trends, bindung, jungkunden, global, CRM, Kundenbeziehungsmanagement, Vertrieb
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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Titel: Kundenbindung im Finanzsektor. Der Einfluss von globalen Trends auf die Bindung von Jungkunden



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