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Bankloyalität: Determinanten, Konzepte zur empirischen Messung und Hypothesen zur Erklärung durch Kundenzufriedenheit

Bankloyalität: Determinanten, Konzepte zur empirischen Messung und Hypothesen zur Erklärung durch Kundenzufriedenheit

          
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About the Book

Inhaltsangabe: Einleitung: Die Bankverbindung ist heute keine Einrichtung auf Lebenszeit mehr. Wenn die Erwartungshaltung enttäuscht wird, ist der heutige Bankkunde viel schneller bereit, seine angestammte Bank zu wechseln. Da die Kosten der Gewinnung eines neuen Kunden ca. sechsmal höher ausfallen, als die Beziehung zu bestehenden Kunden zu vertiefen, kommt der Bankloyalität eine besondere Bedeutung zu. Die Studie untersucht insbesondere Meß- und Erklärungsansätze der Loyalität von Privatkunden gegenüber Universalbanken. Dabei beleuchtet sie interdisziplinär aus den Bereichen Konsumentenverhalten, empirische Sozialforschung und Bankmarketing unterschiedliche Aspekte. Insbesondere wird überprüft, welchen statistisch belegbaren Einfluß die Kundenzufriedenheit auf die Bankloyalität ausübt. Inhaltsverzeichnis: Inhaltsverzeichnis: TABELLENVERZEICHNISIII ABBILDUNGSVERZEICHNISIV 1.PROBLEMSTELLUNG1 1.1Wettbewerbssituation und Wandel des Kundenverhaltens1 1.2Relevanz der Kundenloyalität für Banken2 1.3Zielsetzung und Aufbau der Diplomarbeit4 2.THEORETISCHER TEIL4 2.1Grundlagen und Begriffsabgrenzung4 2.1.1Begriff der Bankloyalität4 2.1.2Der Zufriedenheitsbegriff6 2.1.3Die Bankdienstleistung7 2.1.4Empirische Hinweise auf Bankloyalität7 2.2Die Kunde-Bank-Beziehung8 2.2.1Das Hausbankprinzip im Privatkundengeschäft8 2.2.2Das Kundenvertrauen9 2.2.3Das Entscheidungsverhalten von Bankkunden9 2.2.3.1Extensive Entscheidungen9 2.2.3.2Limitierte Entscheidungen10 2.2.3.3Habitualisierte Entscheidungen10 2.2.3.4Impulsive Entscheidungen11 2.3Die Bankloyalität12 2.3.1Die Theorie der Bankloyalität12 2.3.1.1Modelle der Markentreue als Ansatzpunkt12 2.3.1.2Das Konzept von Süchting13 2.3.2Determinanten und Meßkonzepte der Bankloyalität14 2.3.2.1Der Ansatz von Seitz14 2.3.2.2Der Ansatz von Polan17 2.4Die Kundenzufriedenheit21 2.4.1Das Konstrukt der Zufriedenheit21 2.4.2Die Bedeutung der Zufriedenheit und der Servicequalität für Banken22 2.4.3Die Messung der Kun


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Product Details
  • ISBN-13: 9783838609881
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 163 gr
  • ISBN-10: 3838609883
  • Publisher Date: 31 Jul 1998
  • Height: 210 mm
  • No of Pages: 116
  • Series Title: German
  • Sub Title: Determinanten, Konzepte zur empirischen Messung und Hypothesen zur Erklärung durch Kundenzufriedenheit
  • Width: 148 mm


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Bankloyalität: Determinanten, Konzepte zur empirischen Messung und Hypothesen zur Erklärung durch Kundenzufriedenheit
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