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Kundenbindungsstrategien bei Finanzdienstleistungen

Kundenbindungsstrategien bei Finanzdienstleistungen


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About the Book

Inhaltsangabe: Gang der Untersuchung: Die Diplomarbeit beginnt mit einer allgemeinen Beschreibung von Dienstleistungen und geht dann auf die Besonderheiten von Finanzdienstleistungen ein. Es folgen die Erklärungen der Determinanten des Wiederkaufverhaltens mit Hilfe eines Modells von Bettina Preß. Das Modell setzt sich aus Input- und Outputfaktoren zusammen welche das Commitment beeinflussen. Das Commitment ist hier der Grad der inneren Bindung an den Partner. Es folgen die Erläuterung der Outputfaktoren Beziehungserfolg und Beziehungsgerechtigkeit. Die Einflussfaktoren des Wiederkaufverhaltens als Inputfaktoren unterteilen sich in Vertrauen, Spezifität und Zufriedenheit. Nach dieser Beschreibung der Determinanten des Wiederkaufverhaltens werden die einzelnen Kundenbindungsinstrumente beschrieben. Das ist die Fachkompetenz und die Sozialkompetenz des Beraters, die konsequente Serviceorientierung durch individuelle Betreuung, neue Informationstechnologien, das Allfinanzkonzept, die Produktpolitik, preispolitische Instrumente, das aktive Beschwerdemanagement, die Werbung, Öffentlichkeitsarbeit und Kundenclubs. Es folgt eine Übertragung der Kundenbindungsinstrumente auf das Modell des Wiederkaufverhaltens. Die Arbeit schließt mit einer kritischen Betrachtung der Wirkung der Instrumente auf das Modell und macht Neuvorschläge. Inhaltsverzeichnis: Inhaltsverzeichnis: InhaltsverzeichnisI AbkürzungsverzeichnisIII AbbildungsverzeichnisIV 1.Die Bedeutung von Kundenbindung, Determinanten und Instrumenten bei Finanzdienstleistungen1 2.Finanzdienstleistungen als Form von Dienstleistungen2 2.1Allgemeine Merkmale von Dienstleistungen2 2.2Die Besonderheiten von Finanzdienstleistungen3 3.Determinanten des Wiederkaufverhaltens in Geschäftsbeziehungen5 3.1Ein Modell der Determinanten des Wiederkaufverhaltens5 3.1.1Beschreibung des Modells5 3.1.2Die Wechselkosten des Input6 3.2Die Einflussfaktoren des Output „Beziehungserfolg und Beziehungsgerechtigkeit"7 3.3Die Ei


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Product Details
  • ISBN-13: 9783838643663
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3838643666
  • Publisher Date: 01 Aug 2001
  • Height: 210 mm
  • No of Pages: 80
  • Series Title: German
  • Weight: 168 gr


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