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Neue Wege der Segmentierung von Bankkunden

Author

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  • Machauer Achim

    (Dipl.-Kfm., Wissenschaftlicher Mitarbeiter am Lehrstuhl für Allgemeine Betriebswirtschaftslehre und Finanzwirtschaft, insbesondere Bankbetriebslehre, Universität Mannhei)

  • Morgner Sebastian

    (Dipl.-Kfm., KPMG Consulting Rankfurt/M.)

Abstract

Die Segmentierung von Bankkunden anhand psychologischer Merkmale ermöglicht eine eingehendere personenbezogene und doch standardisierte Betreuung im Vergleich zu soziodemographisch geprägten Marketingkonzeptionen. Die vorliegende Studie präsentiert eine multidimensional gestaltete Kundensegmentierung, die auf einer Befragung von Personen über ihre Präferenzen und ihre Informationsbedürfnisse im Kontakt mit Banken basiert. Als Analyseinstrument wird das Verfahren der Clusteranalyse eingesetzt.

Suggested Citation

  • Machauer Achim & Morgner Sebastian, 1999. "Neue Wege der Segmentierung von Bankkunden," Zeitschrift für Bankrecht und Bankwirtschaft (ZBB) / Journal of Banking Law and Banking (JBB), RWS Verlag, vol. 11(1), pages 9-19, February.
    • Handle: RePEc:bpj:zfbrbw:v:11:y:1999:i:1:p:9-19:n:2
    DOI: 10.15375/zbb-1999-0102
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