Value Added Services im Privatkundengeschäft der Kreditinstitute

Name: Value Added Services im Privatkundengeschäft der Kreditinstitute
Brand: Atlantic Books
SKU: 9783838611204
Price: 5415.0 INR
Availability: InStock

by Thorsten Lenz

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ISBN13: 9783838611204
Binding: Paperback
Subject: N/A
Publisher: Diplom.de
Publisher Imprint: Diplom.de
Publication Date: October 26, 1998
Pages: 66
Original Price: GBP 48.9
Language: German
Edition: N/A
Item Weight: 96 grams
BISAC Subject(s): Industries / General

About The Book

Inhaltsangabe: Einleitung: Die Arbeit setzt sich vor dem Hintergrund des wachsenden Konkurrenzdrucks auf dem Markt für Privatkunden mit dem Marketinginstrument "Value Added Services" für Banken auseinander. Hierbei handelt es sich um mitunter bankfremde Leistungen, die Banken vornehmlich zur Profilierung und Differenzierung einsetzen. Es werden sowohl der Begriff an sich wie auch die verfolgten Ziele, die Gestaltung, der Einsatz, die Kommunikation und die auftretenden Problemfelder dieser Zusatzleistungen ausführlich erklärt und praxisbezogen dargestellt. Inhaltsverzeichnis: Inhaltsverzeichnis: Abbildungs- und TabellenverzeichnisIII 1.Besonderheiten und Probleme der Bankdienstleistungen im Privatkundengeschäft1 1.1Zum Begriff und Umfang des Privatkundengeschäfts der Banken1 1.2Neue Marktsituation4 1.3Verändertes Konsumentenverhalten5 1.4Folgerungen für das Privatkunden-Marketing6 2.Value Added Services8 2.1Zum Begriff der Value Added Services8 2.1.1Value Added Services als Zusatzleistungen für Industriegüter und Dienstleistungen8 2.1.2Value Added Services im Bankgeschäft9 2.1.3Zusammenfassende Arbeitsdefinition von Value Added Services14 2.2Zweck und Ziele von Value Added Services im Privatkundengeschäft14 2.2.1Differenzierung gegenüber der Konkurrenz16 2.2.2Profilierungs- und Imageziele17 2.2.3Erhöhung von Kundenzufriedenheit und Kundenbindung19 2.2.4Reduzierung von Unsicherheit22 2.2.5Gewinnung von Kundeninformationen24 3.Einsatz, Gestaltung und Kommunikation von Value Added Services26 3.1Einsatz von Value Added Services26 3.2Gestaltung von Value Added Services28 3.2.1Affinität von Kern- und Zusatzleistung28 3.2.2Materialität der Zusatzleistung30 3.2.3Bündelung der Value Added Services mit der Kernleistung31 3.2.4Zeitbezogenheit von Value Added Services32 3.2.5Entscheidungskompetenzen bei der Vergabe von Value Added Services33 3.2.6Bereitstellung durch die Bank oder Kooperationspartner34 3.2.7Preisgestaltung von Value Added Services36 3.2.8Exkurs: Boni als Value A

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