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Konzepte der Banken zur Kundenbindung: Am Beispiel der Commerzbank AG

Konzepte der Banken zur Kundenbindung: Am Beispiel der Commerzbank AG

          
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About the Book

Studienarbeit aus dem Jahr 2017 im Fachbereich BWL - Bank, Börse, Versicherung, Fachhochschule Kaiserslautern Standort Zweibrücken, Sprache: Deutsch, Abstract: Im Folgenden soll das Konzept einer Bank zur Kundenbindung erläutert werden, wobei hier als Beispiel die Commerzbank verwendet wird. Um zu verstehen, was sich hinter dem Begriff "Kundenbindung" verbirgt, ist es sinnvoll in diesem Zusammenhang die Kundenbedürfnisse zunächst zu erfassen. Deren Befriedigung kann über Bankprodukte und -dienstleistungen erreicht werden, welche hochkomplexe und äußerst erklärungsbedürftige Konstrukte sind. Folglich dienen sie lediglich als Mittel zur Befriedigung der eigentlichen Bedürfnisse, die in der Investition bzw. im Konsum eines Gutes liegt. Am Ende des zweiten Kapitels werden ausgewählte Kundenbindungskonzepte der Commerzbank AG vorgestellt. Für die Ermittlung der Kundenbedürfnisse ist die Maslowsche Bedürfnispyramide wohl die bekannteste Methode. Daher wurde diese von der Fachhochschule Kalaidos so modifiziert, dass die ursprüngliche Gestalt der Pyramide auf die Bankbranche Anwendung finden kann. Demzufolge wird sie als "Finanzbedürfnispyramide" bezeichnet, deren Sockel der Zahlungsverkehr und die Kontoführung bilden. Dies liegt darin begründet, da tägliche Geschäfte heutzutage immer häufiger bargeldlos abgewickelt werden. Gleichzeitig bietet es je nach Bonität dem Kunden einen finanziellen Spielraum. Weiter stellt die Eröffnung eines Girokontos das Fundament für weitere Anschlussgeschäfte dar, wodurch die Nachfrage nach Informationen zum Serviceangebot der Bank begünstigt wird. In der nächsten Stufe befindet sich das Bedürfnis nach Sicherheit, die sich ein Kunde vor allem bei der Anlage seiner Gelder wünscht. Auch im Kreditgeschäft spielt dieser Aspekt eine Rolle, da die Gefahr der Überschuldung von der Bank frühzeitig erkannt werden sollte. Im Zeitalter der Digitalisierung kann auch der Datensicherheit stärkere Bedeutung zugemessen werden. Weiter zeigen sich soziale Bed


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Product Details
  • ISBN-13: 9783668497719
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Am Beispiel der Commerzbank AG
  • Width: 148 mm
  • ISBN-10: 3668497710
  • Publisher Date: 09 Aug 2017
  • Height: 210 mm
  • No of Pages: 28
  • Spine Width: 2 mm
  • Weight: 50 gr


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Konzepte der Banken zur Kundenbindung: Am Beispiel der Commerzbank AG
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