Optimization of sales channel preferences: What criteria do customers use to choose a sales channel and how do financial institutions increase online product sales? - Couverture souple

Mair, Manfred

 
9786207664603: Optimization of sales channel preferences: What criteria do customers use to choose a sales channel and how do financial institutions increase online product sales?
Couverture souple
ISBN 10 : 6207664604 ISBN 13 : 9786207664603
Editeur : Our Knowledge Publishing, 2024

Synopsis

This book is dedicated to the optimization of customer channel preferences for private customers of a regional bank. Until now, channel management has been based on the company's own strategies regarding which channels are used for communication, not which preferences customers have when choosing a digital channel. Online channels have received a considerable boost, especially with the onset of the COVID-19 pandemic. Before purchasing a financial product, customers look for information online before taking out the product - often offline with an advisor. The "pre-purchase information" phase can take place via many different digital sales or media channels, which often results in customers being overwhelmed by the number of information options. How can customer groups be assigned to the different digital sales channels of a regional bank based on various characteristics? In addition, hypotheses are tested that can provide conclusions as to which criteria customers use to select sales channels for each product.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Éditeur
Our Knowledge Publishing
Date d'édition
2024
Langue
anglais
ISBN 10 
6207664604
ISBN 13 
9786207664603
Reliure
Broché
Nombre de pages
92
Coordonnées du fabricant
non disponible
Personne responsable
non disponible