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Servicequalität im Private Banking: Mystery Shopping als Bewertungsinstrument der Kundenbetreuung bei Privatbanken

Servicequalität im Private Banking: Mystery Shopping als Bewertungsinstrument der Kundenbetreuung bei Privatbanken

          
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About the Book

Die Dienstleistungsqualität von Private Banking-Anbietern ist einer der entscheidenden Faktoren für den Erfolg oder Misserfolg eines Private Banking-Unternehmens im deutschsprachigen Markt. In Deutschland gibt es zwei dominante externe Anbieter, welche die Dienstleistungsqualität von Private Banking-Dienstleistern testen und seit 2004 die Ergebnisse dieser Tests veröffentlichen. Die Publikationen genießen im Zusammenhang mit der Entscheidungsfindung von Interessenten und Neukunden der Branche einen hohen Stellenwert und besitzen damit einen großen Einfluss auf die Mittelzuflüsse zu Private Banking-Anbietern. Dennoch gibt es bis heute keine wissenschaftliche Untersuchung, welche die Methodik dieser beiden Bewerter analysiert und kritisch hinterfragt. Das Ziel der vorliegenden Studie ist daher, auf Grundlage einer empirischen Untersuchung die bisherigen Ergebnisse von Mystery Shopping-Gutachten zu bewerten und die Relevanz von Mystery Shopping als Marktforschungsinstrument für den deutschsprachigen Private Banking-Raum zu beurteilen. Zunächst werden die Grundlagen der Dienstleistungsqualität im Private Banking dargestellt. Anhand der Agency-Theorie wird anschließend die Notwendigkeit für die Erstellung von Ratings und Rankings im Private Banking-Markt aufgezeigt. Dabei wird deutlich, dass aufgrund der asymmetrischen Informationsverteilung zwischen Kunde und Berater die Notwendigkeit für ein Informationssubstitut besteht, in diesem Fall ein externes Ranking der Private Banking-Dienstleister. Der zweite Teil der Studie befasst sich ausgiebig mit dem Thema Mystery Shopping als Bewertungsinstrument. Themenschwerpunkte dieses Teils sind die Vorteile von Mystery Shopping, der Ablauf eines Mystery Tests sowie Kritik am Verfahren. Anschließend werden Besonderheiten bei der Messung von Dienstleistungen dargestellt sowie eine generelle Beurteilung der Erhebungsqualität vorgenommen. Bereits hier wird offenkundig, dass die Vorgehensweise der beiden dominanten Mystery Shopping Un


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Product Details
  • ISBN-13: 9783836689212
  • Publisher: Diplomica Verlag Gmbh
  • Publisher Imprint: Diplomica Verlag Gmbh
  • Height: 254 mm
  • No of Pages: 96
  • Series Title: German
  • Sub Title: Mystery Shopping als Bewertungsinstrument der Kundenbetreuung bei Privatbanken
  • Width: 178 mm
  • ISBN-10: 3836689219
  • Publisher Date: 08 Jun 2010
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 186 gr


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Servicequalität im Private Banking: Mystery Shopping als Bewertungsinstrument der Kundenbetreuung bei Privatbanken
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