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Ergebnisse einer Marktstudie zur Kundenbindung im Retail Banking

Author

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  • Köllnberger, Jan
  • Sander, Christian
  • Wiederkehr, Viktor
  • Rottenaicher, Stefan
  • Rennhak, Carsten

Abstract

[Einleitung ...] Ziel des vorliegenden Arbeitspapiers ist es zu untersuchen, welchen Stellenwert Kundenbindung im Bereich des Retail-Bankings in Deutschland hat. Die hier vorgestellten Ergebnisse basieren auf einer aktuellen Befragung 1.747 deutscher Banken vom Oktober 2013. Die Studie zielt da-rauf ab, den (möglicherweise gewachsenen) Stellenwert des Privatkundengeschäfts zu analysieren, die Entwicklung der Kundenkompetenz deutscher Banken zu verstehen und Erkenntnisse darüber zu gewinnen, inwieweit Banken über die für eine erfolgreiche Kundenbindung notwendigen Systeme und Prozesse verfügen. Besonders interessant ist der Vergleich mit einer Vorgängerstudie aus dem Jahre 20085, da dies einen Längsschnittvergleich erlaubt.

Suggested Citation

  • Köllnberger, Jan & Sander, Christian & Wiederkehr, Viktor & Rottenaicher, Stefan & Rennhak, Carsten, 2014. "Ergebnisse einer Marktstudie zur Kundenbindung im Retail Banking," Reutlingen Working Papers on Marketing & Management 2014-01, Reutlingen University, ESB Business School.
    • Handle: RePEc:zbw:esbwmm:201401
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    Cited by:

    1. Jessica Hastenteufel & Sabrina Kiszka, 2020. "What do German bank customers want? The importance of customer expectations and the failure of the integral customer advisory service," Managerial Economics, AGH University of Science and Technology, Faculty of Management, vol. 21(1), pages 7-47.

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