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Kundenbindung bei Millennials im Retail-Banking unter dem Einfluss der Digitalisierung: Eine empirische Analyse zur Entwicklung einer Handlungsempfehlung

Kundenbindung bei Millennials im Retail-Banking unter dem Einfluss der Digitalisierung: Eine empirische Analyse zur Entwicklung einer Handlungsempfehlung

          
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About the Book

Bachelorarbeit aus dem Jahr 2019 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Brand Academy Hamburg, Sprache: Deutsch, Abstract: Diese Arbeit beschäftigt sich mit der Kundenbindung bei Millennials im Retail-Banking unter dem Einfluss der Digitalisierung. Ziel ist es, die veränderten Determinanten der Kundenbindung für die Zielgruppe der Millennials zu bestimmen und Handlungsempfehlungen für klassische Retail-Banken abzuleiten. Der theoretische Teil der Arbeit erfolgte zunächst durch eine kritische Auseinandersetzung mit dem Thema Kundenbindung in Verbindung mit Kundenzufriedenheit und darauf folgend das traditionelle Bankkonstrukt. Hierbei wird das aktuelle Leistungsprogramm und die Kundenbindungsmaßnahmen im Retail-Banking definiert. Es folgt die Beschreibung der Rahmenbedingungen der Digitalisierung. Weiterhin wird die Zielgruppe "Millennials" dargestellt. Die empirische Forschung bildet den zentralen Bestandteil in der Erkenntnisgewinnung, in der versucht wird, mittels zweier empirischen Analysen einen "Gap" in der Wahrnehmung von Experten und Millennials zu identifizieren. Die Bank zu wechseln war noch nie so einfach wie jetzt und die gesamte Finanzbranche stand noch nie so enormen Herausforderungen gegenüber. Das derzeitige Marktumfeld steht aktuell zahlreichen Problemen gegenüber, wie dem anhaltend niedrigen Zinsniveau, einer verschärften Regulierung und massivem Kostendruck. Eine sich weiter verstärkende Schwierigkeit stellt die fortschreitende Digitalisierung dar. Ziel ist es, die veränderten Treiber der Kundenbindung für die Zielgruppe der Millennials durch die Digitalisierung zu bestimmen und Handlungsempfehlungen für Retail-Banken abzuleiten. In der Ausarbeitung gilt es, eine kritische Auseinandersetzung mit dem Thema Kundenbindung, in Verbindung mit den veränderten Rahmenbedingungen der Digitalisierung zu erstellen und dadurch zukünftige Handlungsempfehlungen für diesen Bereich zu entwickeln. Vorgegangen wird dabei wie folgt


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Product Details
  • ISBN-13: 9783668954229
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 76
  • Spine Width: 5 mm
  • Weight: 109 gr
  • ISBN-10: 3668954224
  • Publisher Date: 05 May 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Eine empirische Analyse zur Entwicklung einer Handlungsempfehlung
  • Width: 148 mm


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Kundenbindung bei Millennials im Retail-Banking unter dem Einfluss der Digitalisierung: Eine empirische Analyse zur Entwicklung einer Handlungsempfehlung
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Kundenbindung bei Millennials im Retail-Banking unter dem Einfluss der Digitalisierung: Eine empirische Analyse zur Entwicklung einer Handlungsempfehlung
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