Elektronischer Zahlungsverkehr im deutschen Bankwesen

The increasing competition in globalized markets makes it increasingly important to differentiate existing products by adding value in order to distinguish them from competing products. This is particularly true in the banking sector, where competitors operate in saturated markets characterized by oligopolistic competition with minimally diversified products. Long-term customer retention, increasing customer satisfaction to the point of enthusiasm, and the associated loyalty of solvent existing customers are essential components in the battle for revenues, new customers, and market shares. The low willingness to pay from the demand side results in low price elasticity and the necessity for implicit value enhancement of homogeneous goods through the use of the marketing mix. This bachelor's thesis examines opportunities for value enhancement in the context of pricing and product design.