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Innovatives Kundenbindungssystem im Dienstleistungssektor: Ein Beispiel aus dem Bereich Finanzdienstleistungen

Innovatives Kundenbindungssystem im Dienstleistungssektor: Ein Beispiel aus dem Bereich Finanzdienstleistungen

          
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About the Book

Inhaltsangabe: Einleitung: Die betreffende Diplomarbeit wurde beim Branchenpionier unter den Discount Brokern, der Direkt Anlage Bank, erstellt. Die Direkt Anlage Bank wurde im Mai 1994 gegründet und ist eine 100% Tochter der Hypobank. Speziell im Discount Brokerage können Probleme bei der langfristigen Kundenbindung auftreten. Der persönliche Kundenkontakt fehlt völlig, da die Transaktionen per Telefon, Fax oder über PC- online abgewickelt werden. Außerdem wird befürchtet, daß sich die Kunden eines Tages nach dem DAX-Höhenflug ( in vielleicht ca.2-3 Jahren) vom Discount Brokerage sukzessiv abwenden. Daher ist es um so wichtiger den Kunden auf andere Art und Weise vom Dienstleistungsangebot des Unternehmens zu überzeugen, damit er dem Unternehmen auch noch später die Treue hält. Nach einer Einführung über Direktbanken und den Eigenschaften des Discountgeschäftes, weist der Autor auf Ansatzpunkte der Kundenbindung hin. Dabei wird nicht in erster Linie der Vergleich zu anderen Banken gesucht, sondern häufig wird im Rahmen eines Benchmarkings andere branchenfremde Unternehmen herangezogen. Im weiteren Verlauf wird der enge Zusammenhang zwischen Qualitätsmanagement und Kundenbindungsmarketing erklärt. Schließlich zeigt der Autor die noch lange nicht ausgeschöpften Möglichkeiten des zukunftsträchtigen Wachstumsmarkt PC-Online und Internet auf. Inhaltsverzeichnis: Inhaltsverzeichnis: Vorwort 1.Bedeutung der Kundenbindung im Marketing1 2.Direktbanken2 2.1Einführung2 2.2Entwicklung4 2.3Unterschiedliche Ausprägungen bei Direktbanken4 2.4Discounting5 2.4.1Discounting außerhalb der Bankenbranche5 2.4.2Baustein Kostenführerschaft6 2.4.3Baustein Preisführerschaft6 2.4.4Baustein Leistungsvereinfachung7 3.Organisationsstruktur eines Discount Brokers8 3.1Aufbau8 3.1Interessentengewinnung8 3.2Kundengewinnung9 3.3Kundenbindung10 4.Ansatzpunkte für Kundenbindung11 4.1Marktsegmentierung11 4.1.1"Retention Marketing"11 4.1.2Die Kundendatenbank als Informat


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Product Details
  • ISBN-13: 9783838608143
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 122 gr
  • ISBN-10: 3838608143
  • Publisher Date: 29 Apr 1998
  • Height: 210 mm
  • No of Pages: 84
  • Series Title: German
  • Sub Title: Ein Beispiel aus dem Bereich Finanzdienstleistungen
  • Width: 148 mm


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Innovatives Kundenbindungssystem im Dienstleistungssektor: Ein Beispiel aus dem Bereich Finanzdienstleistungen
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