Lernbedarf und Lernkosten von Bankkunden im Internet-Banking: Eine finanztypspezifische Studie zur Geldanlageproblematik

Name: Lernbedarf und Lernkosten von Bankkunden im Internet-Banking: Eine finanztypspezifische Studie zur Geldanlageproblematik
Brand: Bod - Books on Demand
SKU: 9783833465536
Price: 4812.0 INR
Availability: InStock

by Andrea Eickemeyer

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ISBN13: 9783833465536
Binding: Paperback
Subject: N/A
Publisher: Bod - Books on Demand
Publisher Imprint: Bod - Books on Demand
Publication Date: November 20, 2006
Pages: 358
Original Price: USD 55.9
Language: German
Edition: N/A
Item Weight: 468 grams
BISAC Subject(s): Industries / General

About The Book

Aus der dynamischen Entwicklung der Internet-Ökonomie ergeben sich fundamentale Veränderungen für das Bankgeschäft. Die mittlerweile etablierten Internetbanken und Online-Broker mit ihren beraterlosen Vertriebssystemen bieten im Vergleich zu Filialbanken häufig günstigere Konditionen. Allerdings erfordert der Wegfall der personalen Beratung spezielle Fähig- und Fertigkeiten der Bankkunden, um überhaupt vorteilhafte Geldanlageentscheidungen treffen und von den Konditionenvorteilen profitieren zu können. Die notwendige Substitution der professionellen Geldanlageberatung induziert regelmä ig immensen Lernbedarf. In der vorliegenden Untersuchung werden der Lernbedarf systematisch aufgezeigt und typische, mit der erforderlichen Wissensgenerierung einhergehende Kosten, vor allem Lernkosten, und Probleme analysiert. Darauf aufbauend werden differenzierte Erkenntnisse bezüglich der Bereitschaft und Kompetenz zur eigenständigen Organisation der Geldanlagegeschäfte sowie der Befähigung und Motivation zum Lernen, insbesondere zum E-Learning, erarbeitet. In diesem Zusammenhang gelingt es, empirische Erhebungen auf Basis der Sinus Milieus(R) auf einzelne Kundengruppen bzw. Finanztypen zu übertragen und auszuwerten. Ein wesentliches Anliegen besteht darin, ein Instrumentarium zu entwickeln, das es den im Internet aktiven Banken erlaubt, die Lernaktivitäten ihrer Kunden gezielt zu stützen, zur Lernkostenreduktion beizutragen und Misserfolgen vorzubeugen, um so (reines) Internet-Banking für einen grö eren Teil der Kunden attraktiv zu gestalten. Die Studie richtet sich gleicherma en an Wissenschaftler und Praktiker, die sich mit den besonderen Herausforderungen und Vorteilhaftigkeitsüberlegungen beraterloser, internetgestützter (Bank-) Vertriebswege befassen.

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