IDEAS home Printed from https://ideas.repec.org/a/dah/aeqdbw/v62_y2021_i4_q4_p213-226.html
   My bibliography  Save this article

Preisbereitschaft und unternehmerische Instrumentarien zur Einflussnahme

Author

Listed:
  • Nico Hahn
  • Constantin Schubart

Abstract

The financial sector has changed dramatically in recent years. Digitization and government requirements created transparency. For many customers, the price has become the decisive criterion for demand. A survey of 102 Generation Z respondents shows ways to avoid this price competition with a customer-oriented product design. / Das Angebot an Finanzprodukten ist in den letzten Jahren durch Non- und NearBanks erheblich gestiegen. Dennoch ist der Charakter der Finanzdienstleistungen, trotz vieler Innovationen, weitgehend homogen geblieben. Vergleichsportale und das Internet als Informationsmedium haben eine Markttransparenz geschaffen, die zu einer sehr preissensiblen Kundschaft geführt hat. Mit fehlenden Individualitäten in Marken- und Produktmerkmalen wird der Preis für viele Kunden das Entscheidungskriterium. Insbesondere die traditionelle, regionale und kostenintensivere Bankenlandschaft steht vor der Herausforderung dieser Entwicklung entgegenzuwirken. Den nachfolgenden Generationen sind Mehrwerte aufzuzeigen, um höhere Preise durchzusetzen und sich dem vollkommenen Preiswettbewerb zu entziehen. Eine Befragung von 102 Probanden der Generation Z hat gezeigt, dass eine kundenorientierte Produkt- bzw. Dienstleistungsgestaltung Chancen bietet höhere Preisbereitschaften von Kunden abzuschöpfen.

Suggested Citation

  • Nico Hahn & Constantin Schubart, 2021. "Preisbereitschaft und unternehmerische Instrumentarien zur Einflussnahme," Der Betriebswirt, Duncker & Humblot, Berlin, vol. 62(4), pages 213-226.
    • Handle: RePEc:dah:aeqdbw:v62_y2021_i4_q4_p213-226
    DOI: 10.3790/dbw.62.4.213
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.3790/dbw.62.4.213
    Download Restriction: Access to full text is restricted to subscribers (2010 onwards); Pay-per-view access from https://elibrary.duncker-humblot.com/journals/dbw (2010 onwards) and http://www.genios.de (2006 onwards)
    File URL: https://libkey.io/10.3790/dbw.62.4.213?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:dah:aeqdbw:v62_y2021_i4_q4_p213-226. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: E-Publishing-Team (email available below). General contact details of provider: https://www.duncker-humblot.de .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.