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Kundenbindung im Virtual-Banking by Stermann, Dirk

Kundenbindung im Virtual-Banking

by Dirk Stermann
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Book cover type: Paperback
  • ISBN13: 9783867462457
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Examicus Verlag
  • Publisher Imprint: Examicus Verlag
  • Publication Date:
  • Pages: 324
  • Original Price: GBP 110.5
  • Language: German
  • Edition: N/A
  • Item Weight: 427 grams
  • BISAC Subject(s): Economics / General

Doktorarbeit / Dissertation aus dem Jahr 1998 im Fachbereich VWL - Finanzwissenschaft, Note: 1, Universität Zürich, Sprache: Deutsch, Abstract: Entwicklungen im Bereich der Technologien, des Bankenwettbewerbsumfelds und des Kundenverhaltens haben zur Folge, da Bankdienstleistungen zukünftig vermehrt über elektronische Medien vertrieben werden. Der so aus-gelöste Transformationsproze zum Virtual-Banking führt zu einer höheren Transparenz für die Kunden. Dies zieht eine sich verschärfende Loyalitätsproblematik nach sich, der mittels eines in der Dissertation zu entwickelnden Konzepts zur Kundenbindung entgegengetreten wird. Das Konzept wird unter Berücksichtigung des Internet-Banking als ein Teilgebiet des Virtual-Banking erarbeitet. Zu diesem Zweck befa t sich der erste Teil der Arbeit neben den Entwicklungstendenzen in der Bankbranche auch mit der Bedeutung des Mediums Internet für die Banken. Daran anschlie end wird die theoretische Grundlage zur Kundenbindung dargestellt. Dabei wird sowohl auf den Ansatz des Relationship Marketings als auch auf den Ansatz des Loyalty-based-Managements zurückgegriffen. Aufbauend auf den Entwicklungstendenzen in der Bankbranche und auf der Theorie zur Kundenbindung wird ein dreistufiges Konzept zur Kundenbindung ausgearbeitet. Es beinhaltet als Basis die Kundenorientierung, beschreibt die modernen Arten der Kundenerreichung und zeigt in einem dritten Schritt die Möglichkeiten der Kundenbindung in einer virtuellen Bank auf. Dabei liegt der Schwerpunkt sowohl in der Entwicklung von sechs strategischen Erfolgs-faktoren des Virtual-Banking zur Sicherstellung der Kundenbindung als auch in der Umsetzung dieser Erfolgsfaktoren. Die Realisierung basiert auf den in der Arbeit neu konzipierten Instrumenten zur Kundenbindung, die als die 5 P s des Virtual-Banking (place, price, promotion, product, processing) beschreiben werden. Den Abschlu der Arbeit bildet ein Ausblick über die zukünftigen Entwicklungen im Virtual-Banking.

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