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Untersuchung zu den Möglichkeiten und Grenzen eines erlebnisorientierten Bankfilialkonzepts als Alleinstellungsmerkmal im Privatkundenbereich

Untersuchung zu den Möglichkeiten und Grenzen eines erlebnisorientierten Bankfilialkonzepts als Alleinstellungsmerkmal im Privatkundenbereich

          
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About the Book

Diplomarbeit aus dem Jahr 2008 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Hochschule Mainz, Sprache: Deutsch, Abstract: Die Anzahl der Märkte, deren Produkte als so ausgereift gelten, dass weitere Produktvariationen nicht mehr vorstellbar sind, nehmen deutlich zu. Das bedeutet zugleich, dass sich die Produktleistungen konkurrierender Anbieter immer ähnlicher werden und so kaum noch voneinander zu unterscheiden sind. Daraus folgt, dass die Produkte substituierbar werden. Eine klare Produktabgrenzung wird dann nur noch über die Produktgestaltung oder durch die Vermittlung eines Markenwertes möglich. Von diesem Schicksal blieb auch der Finanzmarkt nicht verschont. Dort ist bereits, durch die hohe Ähnlichkeit der angebotenen Finanzprodukte, eine abnehmende Kundentreue wahrzunehmen. Die Bedeutung des Preises bzw. Zinsen rückt durch die starke Produktähnlichkeit bzw. -gleichheit stärker in den Fokus des Kunden als die Leistung. Das Online-Banking, das sich durch eine hohe Standardisierung auszeichnet, beschleunigt diesen Prozess zusätzlich. Aktuell ist der Großteil der Kreditinstitute bestrebt diesem Zustand durch verbesserte Zinsangebote entgegen zu wirken, um ihre Kunden zu halten bzw. neue Kunden zu gewinnen. Jedoch dürfte es durch den so entstehenden Zinswettbewerb schwer fallen, Kunden langfristig an ein Unternehmen zu binden. Für Banken wird es daher in Zukunft wichtiger werden einen klaren, kommunizier- und erlebbaren Vorteil gegenüber den konkurrierenden Kreditinstituten zu schaffen. Die Deutsche Bank hat diesen Weg mit ihrem Filialkonzept Q110 bereits eingeschlagen. Das seit 2005 in Berlin getestete Konzept sieht vor, das notwendige Übel "Bankbesuch" durch eine erlebnisorientierte Filialgestaltung in eine kurzweilige und überraschende Erfahrung zu wandeln. Eine solche Bankfiliale, die den Besuch zum Erlebnis machen kann, könnte einen entscheidenden Vorteil darstellen und den Kunden durch den persönlichen Kontakt und den zusätzlichen N


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Product Details
  • ISBN-13: 9783640108961
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 90
  • Series Title: German
  • Weight: 127 gr
  • ISBN-10: 3640108965
  • Publisher Date: 24 Jul 2008
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm


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Untersuchung zu den Möglichkeiten und Grenzen eines erlebnisorientierten Bankfilialkonzepts als Alleinstellungsmerkmal im Privatkundenbereich
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Untersuchung zu den Möglichkeiten und Grenzen eines erlebnisorientierten Bankfilialkonzepts als Alleinstellungsmerkmal im Privatkundenbereich
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