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Kundenwert von Online Kunden

Kundenwert von Online Kunden

          
5
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International Edition


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About the Book

Studienarbeit aus dem Jahr 2009 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 90%, Frankfurt School of Finance & Management, Sprache: Deutsch, Abstract: Seit Mitte der neunziger Jahre haben Banken begonnen Online Banking anzubieten, um das Internet als neuen Vertriebskanal zu erschließen. (Vgl. Eikbusch (2002), S.1) Bedingt durch den Paradigmenwechsel von einer reinen Produktionsorientierung zur stärkeren Orientierung am Kunden begannen Banken ihren Kunden neben dem Filialgeschäft auch andere Vertriebskanäle anzubieten. (Vgl. Sexauer (2002), S.219) Zuerst wurden Geldautomaten und Telefon Banking als zusätzliche Vertriebskanäle neben dem Filialgeschäft angeboten. Allerdings waren nur Basisfunktionen wie Überweisungen und Auszahlungen möglich. (Vgl. Mols (1999), S.297-299) Später begannen Banken das Online Banking anzubieten, welches u.a. durch Vorteile wie schnelle Informationsbeschaffung und Handlungsmöglichkeit im Wertpapergeschäft oder die Möglichkeit der interaktiven Kontostandabfrage überzeugte. (Vgl. Bradley/Stewart (2003) S.1088 f.) Mittlerweile hat sich das Online Banking für Filialbanken als wichtigster Vertriebskanal nach der Filiale entwickelt. Für Direktbanken, die nicht über ein Filialnetz verfügen, ist das Online Banking der wichtigste Vetriebskanal. ( Vgl. Lambrecht (2005), S.1) Allerdings entstehen durch das Online Banking nicht nur Vorteile für die Bank. Auf der einen Seite erwarten Banken durch den Einsatz des Online Bankings zwar höhere Cross-Selling Potentiale. (Vgl. Campbell (2003), S.7) Andererseits ist es für Kunden durch den Einsatz des Internets einfacher, Angebote anderer Institute zu vergleichen, was zu erhöhtem Wettbewerbsdruck und Mittelabflüssen führen kann. (Vgl. Laker/Wübker/Baumgarten (2001), S.431) Um bezüglich des Vertriebskanals Online Banking Entscheidungen treffen zu können, ist es für Banken von großer Bedeutung, dessen langfristiges Ertragspotential zu kennen. Der CLV bietet sich daher als gee


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Product Details
  • ISBN-13: 9783640379613
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 109 gr
  • ISBN-10: 3640379616
  • Publisher Date: 07 Aug 2009
  • Height: 210 mm
  • No of Pages: 76
  • Series Title: German
  • Sub Title: Spezialisierung auf Online Banking Kunden
  • Width: 148 mm


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