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Akquisition und Bindung junger Kunden in der Sparkasse

Akquisition und Bindung junger Kunden in der Sparkasse

          
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About the Book

Studienarbeit aus dem Jahr 2022 im Fachbereich BWL - Bank, Börse, Versicherung, Note: 2,0, Fachhochschule des Mittelstands (Bielefeld), Sprache: Deutsch, Abstract: Diese Arbeit behandelt folgende Forschungsfrage: Welche Maßnahmen und Methoden ergreifen die Sparkassen, um junge Kunden zu akquirieren und zu binden? Wie sieht ein mögliches Konzept der Sparkasse der Zukunft aus? Weltweite Megatrends erfordern eine schnelle und stetige Anpassungsfunktion. Denn nicht nur das Angebot und der technische Fortschritt müssen regelmäßig vorangetrieben werden. Durch einen Megatrend, die Digitalisierung, schafft es die Gesellschaft neue Strukturen zu entwickeln. Die Generationen der Menschen sind im Wandel und durch den Digitalisierungsprozess und der damit fortschreitenden digitalen Fitness der jungen Kunden müssen Sparkassen Maßnahmen ergreifen, um sowohl heute als auch in der Zukunft wettbewerbsfähig zu bleiben. Um die Fragen dieser Praxisarbeit zu beantworten, wurde eine Literaturrecherche (Sekundäranalyse) als Methodik gewählt. Für die Recherche wurden die Datenbanken der Hochschulbibliothek der Fachhochschule des Mittelstands, Google Scholar, Studien sowie aktuelle Forschungs- und Zeitungsberichte genutzt. Nach Reduktion der Literatur wurde diese angelehnt an die Gliederung durchleuchtet und kategorisiert. Als Ergebnis wurden die Herausforderungen eines Kreditinstitutes thematisiert, die junge Zielgruppe definiert und anschließend Maßnahmen und Methoden zur Kundenakquirierung und Kundenbindung der jungen Zielgruppe herausgearbeitet. Das Konzept des SmartCenters, um darauf aufbauend das Konzept der Sparkasse der Zukunft vorzustellen, schließt diese Arbeit ab.


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Product Details
  • ISBN-13: 9783346958884
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 40
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3346958884
  • Publisher Date: 16 Oct 2023
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 63 gr


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