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Einfluss des Internets auf die Entscheidungsfindung des Kunden im Bankensektor: Eine empirische Analyse

Einfluss des Internets auf die Entscheidungsfindung des Kunden im Bankensektor: Eine empirische Analyse

          
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About the Book

Diplomarbeit aus dem Jahr 2008 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Westfälische Wilhelms-Universität Münster (Institut für Anlagen und Systemtechnologien - Marketing Centrum Münster), Sprache: Deutsch, Abstract: Das Internet hat in den vergangenen Jahren starken Einfluss auf die Entwicklung des Bankensektors genommen. Vor allem preisaggressive Direktbanken haben den etablierten Anbietern Marktanteile abgenommen und den Wettbewerb um Kunden verschärft. Dieser Trend zeigt sich vor allem durch die steigende Zahl kostenloser Girokonten und die Fokussierung auf den Zinssatz bei der Bewerbung von Tagesgeldkonten. Diese beiden Produkte haben sich als Leuchtturmprodukte für die Gewinnung von Neukunden etabliert. Die Suchkosten der Nachfrager haben gleichzeitig deutlich abgenommen, erhöhte Transparenz und Vergleichbarkeit der Konditionen führten zu einem erhöhten Preisbewusstsein der Kunden. Der Zugang zu Informationen über Produkte und Dienstleistungen alternativer Anbieter wurde ebenso erleichtert. Auch das Internet hat sich in den vergangenen Jahren verändert. Durch Web 2.0-Applikationen wie Diskussionsforen, Plattformen für Konsumentenbewertungen und virtuelle Welten beschränken sich persönliche Weiterempfehlungen bzw. Mundpropaganda (word-of-mouth) nicht mehr auf den persönlichen Bekanntenkreis der Kunden, sondern können mit nur einem Klick einer unüberschaubaren Zahl aktueller und potenzieller Kunden mitgeteilt werden. Dies stellt das Marketing insbesondere der Finanzdienstleister vor eine große Herausforderung, da sie immaterielle Leistungen anbieten, die das Vertrauen der Kunden voraussetzen. Ziel dieser Arbeit ist zu untersuchen, welchen Einfluss das Internet auf das Entscheidungsverhalten von Bankkunden ausübt. Hierbei wird ein besonderer Fokus auf die Wahl des Vertriebsweges bei verschiedenen Produkten und das Verhalten bei der Informationsbeschaffung gelegt. Zusätzlich wird untersucht, inwieweit positive oder negative Kunde


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Product Details
  • ISBN-13: 9783640382309
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 136 gr
  • ISBN-10: 3640382307
  • Publisher Date: 31 Jul 2009
  • Height: 210 mm
  • No of Pages: 96
  • Series Title: German
  • Sub Title: Eine empirische Analyse
  • Width: 148 mm


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Einfluss des Internets auf die Entscheidungsfindung des Kunden im Bankensektor: Eine empirische Analyse
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