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Implikationen aus der sozialwissenschaftlichen Forschung für den Aufbau von Online Kundenbeziehungen im Retail Banking

Implikationen aus der sozialwissenschaftlichen Forschung für den Aufbau von Online Kundenbeziehungen im Retail Banking

          
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About the Book

Bachelorarbeit aus dem Jahr 2009 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Frankfurt School of Finance & Management, Sprache: Deutsch, Abstract: Aktuell lässt sich eine starke Verschiebung von privaten Aktivitäten in das Internet feststellen. Das allgemein veränderte Verhalten der Kunden und die Tatsache, dass rund 90% der Kontakte zwischen Bank und Kunde über den Online-Kanal stattfinden, verdeutlichen die Bedeutung des Online-Kanals für den Auf- und Ausbau von Kundenbeziehungen. Die deutschen Retail-Banken bieten den Kunden online jedoch nur ein begrenztes, vornehmlich transaktionales Angebot, bei dem der Informationsfluss lediglich von der Bank zum Kunden verläuft. Ziel der Arbeit ist es herauszuarbeiten, inwiefern im Internet Beziehungen mit den Kunden aufgebaut werden können und wie das neue online-affine Verhalten der Kunden konsequenter durch die Banken genutzt werden kann. Es gilt Möglichkeiten zu identifizieren, den Online-Kanal zu einem umfassenden und integrierten Vertriebs- und Kommunikationskanal mit einer hohen Kundenloyalität auszuweiten und Kunden vollständig über diesen Vertriebsweg bedienen zu können. Da die Nutzung des Internets und seine Bedeutung im Leben der Menschen im Bereich der sozialen Beziehungen schon deutlich weiter vorangeschritten scheint, werden aus dem Bereich der sozialwissenschaftlichen Forschung entsprechende Potenziale abgeleitet und auf das Geschäft der Retail-Banken übertragen. Auf der Basis der Charakteristika computervermittelter Kommunikation werden anhand von empirischen Studien die Möglichkeiten und Grenzen von sozialen Online-Beziehungen erläutert. Das Fehlen der non-verbalen Kommunikation im Internet kann demnach durch die Textualisierung von Emotionen und die Betonung von Gefühlen kompensiert werden. Soziale Beziehungen lassen sich im Internet aufbauen und pflegen, sowie in das echte Leben übertragen. Ebenso scheint eine Übertragung von face-to-face-Beziehungen in das Internet möglich.


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Product Details
  • ISBN-13: 9783640627011
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3640627016
  • Publisher Date: 20 May 2010
  • Height: 210 mm
  • No of Pages: 84
  • Series Title: German
  • Weight: 122 gr


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Implikationen aus der sozialwissenschaftlichen Forschung für den Aufbau von Online Kundenbeziehungen im Retail Banking
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Implikationen aus der sozialwissenschaftlichen Forschung für den Aufbau von Online Kundenbeziehungen im Retail Banking
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