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Customer Value bei Finanzdienstleistungen: Werttreiber entlang der Customer Journey

Author

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  • Maas, Peter
  • Hostettler, Damian
  • Milanova, Veselina

Abstract

Spätestens seit der Finanzkrise befindet sich die Bankenbranche in tiefgreifender Transformation, begleitet von öffentlichen Diskussionen über ihre gesellschaftliche Rolle und Verantwortung, gleichzeitig herausgefordert von neuen Markt-Playern. Diese neuen Unternehmen sind nicht nur agiler und innovativer, sie verstehen ihre Kunden besser und erhöhen so den Druck auf klassische Anbieter. Der Beitrag zeigt, wie Finanzdienstleister die Bedürfnisse ihrer Kunden und wichtige Werttreiber entlang der Customer Journey ermitteln und für gezielte Maßnahmen nutzen können.

Suggested Citation

  • Maas, Peter & Hostettler, Damian & Milanova, Veselina, 2016. "Customer Value bei Finanzdienstleistungen: Werttreiber entlang der Customer Journey," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 33(3), pages 22-29.
    • Handle: RePEc:zbw:hsgmrs:275852
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    References listed on IDEAS

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    1. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
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