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Loyalitt von Bankkunden

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Product Details

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783824465217
Condition
New
Product Description

Die Neuakquisition von Kunden ist fr Kreditinstitute erheblich schwieriger und kostenintensiver als die Pflege bestehender Kundenbeziehungen. Banken stehen daher verstrkt vor der unternehmenspolitischen Herausforderung, fr die Loyalitt ihrer Kunden zu sorgen. Florian Lohmann untersucht, warum sich Privatkunden von Banken ihrem Institut gegenber (il)loyal verhalten. Er erarbeitet konomisch sowie sozialpsychologisch fundierte Bestimmungsgren von Loyalitt, die er einer Kausalanalyse unterzieht. Der Autor zeigt, da die Kundenzufriedenheit die Loyalitt weitaus strker beeinflut als das Vertrauen des Kunden oder auch dessen Bequemlichkeit, und gibt Handlungsempfehlungen fr ein effizientes Zufriedenheitsmanagement von Banken.

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