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Millennials und die Digitalisierung im Retail-Banking: Masterarbeit by Sara Etzensperger

Millennials und die Digitalisierung im Retail-Banking: Masterarbeit

by Sara Etzensperger
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Book cover type: Paperback
  • ISBN13: 9783347310728
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Tredition Gmbh
  • Publisher Imprint: Tredition Gmbh
  • Publication Date:
  • Pages: 86
  • Original Price: USD 38.99
  • Language: German
  • Edition: 1
  • Item Weight: 227 grams
  • BISAC Subject(s): General

Die digitale Revolution hat die Retailbankenbranche erfasst. Die Finanzinstitute bewegten sich bisher in einem sicheren und hochprofitablen Geschäftsfeld. Mit der Finanzkrise kam es zu einer Zäsur, in welcher auch etablierte Banken grosse Verluste erlitten und zum Teil Konkurs gingen. Das Vertrauen der Kundschaft in die Banken wurde weltweit erschüttert. Diese Situation nutzten innovative Unternehmen wie Digitalbanken, Fintechs oder Bigtechs, um den etablierten Banken den Retailbankenmarkt streitig zu machen. Der technologische Fortschritt in den Bereichen Verwendung digitaler Daten, Automatisierung, Vernetzungen oder digitales Onboarding verändert die Ansprüche der Kundschaft ans Retail-Banking grundlegend, vor allem jene der Millennials (in den frühen 1980er bis 2000er Jahren Geborene). Die Generation der Millennials hat in der Regel nicht die traditionelle Beziehung zu ihrer Bank wie ältere Generationen. Zudem werden sie im Jahr 2030 die grösste Kaufkraft aller Altersgruppen aufweisen, weshalb sich die Retailbanken fundiert mit den Millennials auseinandersetzen und ihre Geschäftsmodelle kritisch überprüfen sollten. Das Vorgehen bei der digitalen Transformation der Retailbanken wirkt sich darauf aus, welche Retailbanken dem zum Opfer fallen und welche nicht. Vor diesem Hintergrund wird im Rahmen dieser Masterarbeit geprüft, in welche Richtung sich das Geschäftsmodell einer Retailbank künftig entwickeln soll, um die Bedürfnisse der Millennials abdecken zu können. Aus den Ergebnissen der quantitativen und der qualitativen Untersuchung resultiert ein . In diesem werden die Schwerpunkte eines Geschäftsmodells dargestellt, auf welche sich eine Retailbank im Zusammenhang mit der digitalen Transformation konzentrieren sollte, um künftig erfolgreich am Markt agieren zu können. Als Basis für strategische Überlegungen werden zudem die bedeutendsten Erfolgsfaktoren und Handlungsfelder eruiert.

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