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Handbuch Des Bankmarketing
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ISBN10: 3322931803
ISBN13: 9783322931801
Publisher: Gabler Verlag
Published: Jun 15 2012
Pages: 661
Weight: 2.31
Height: 1.34 Width: 6.69 Depth: 9.61
Language: German
ISBN13: 9783322931801
Publisher: Gabler Verlag
Published: Jun 15 2012
Pages: 661
Weight: 2.31
Height: 1.34 Width: 6.69 Depth: 9.61
Language: German
Vor rund 30 Jahren habe ich in Anlehnung an Erkenntnisse aus der Theorie der Mar- kentreue (Brand Loyalty) einen verhaltenswissenschaftlichen Ansatz dargestellt, mit dem das Kunde-Bank-Verhältnis, insbesondere im Mengengeschäft mit den privaten Haushalten, erklärt werden sollte: ! die Theorie der Bankloyalität, unter der die Bereit- schaft eines Wirtschaftssubjektes verstanden wird, dauerhaft die Leistungen eines be- stimmten Kreditinstituts nachzufragen. Angesichts der weiter zunehmenden Konkurrenz in der Kreditwirtschaft, verstärkt auch aus dem Nearbank- (z. B. Versicherungsau endienste) und Nonbank-Bereich (z. B. Au- tobanken), vor allem aber der rasanten technischen Entwicklung mit dem Trend zur Selbstbedienung (z. B. im Internet) erhebt sich die Frage, ob die Grundlagen einer Theo- rie der Bankloyalität mit den daraus gezogenen absatzpolitischen Konsequenzen heute noch gültig sind. Einerseits ist unbestritten, da die Loyalität der Kunden gegenüber ih- rer (Haus-)Bank weiter nachgelassen hat. Nicht eine, sondern mehrere Bankverbindun- gen prägen heute zunehmend das Bild, auch bei den Privatkunden; ihre Bereitschaft zum 2 Bankwechsel hat zugenommen. Andererseits besinnen sich die Kreditinstitute auf das traditionelle Relationship Banking. (Nach Saenzsoll damit in Spanien ein dort beobacht- barer Trend zur Rekonzentration der Finanzgeschäfte der Privatkunden auf eine Bank unterstützt werden; vgl. seinen Beitrag) Vor allem im Individualkundengeschäft versucht man, über ein systematisches Beziehungsmanagement Kundenzufriedenheit, Kunden- bindung und damit die Bankloyalität wieder zu stärken. Die Beiträge in dieser 3.
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