Einflussfaktoren langfristiger Kundenbeziehungen im Privatkundengeschäft von Banken

Abstract

Customer loyalty is one of the key challenges in retail banking in the digital age. While banks have long relied on product diversity and branch networks, customers today demand personalized, seamless and trustworthy banking relationships - across all channels. At the same time, traditional institutions are coming under pressure from FinTechs, neobanks and changing customer expectations. This paper therefore examines which factors promote long-term customer loyalty and how banks can respond to this strategically and operationally. After a theoretical introduction and explanation of terms, the paper uses the KANO and SERVQUAL models to analyze the key factors influencing customer loyalty. Trust, personalization, digital accessibility and consistent customer experiences are particularly important. Technological solutions such as CRM systems or AI-supported services only develop their full potential if they are linked to a customer-centric culture. The research question can be answered clearly: banks must anchor customer centricity strategically and live it organizationally in order to build long-term loyal relationships. Those who know their customers' expectations - and exceed them - will also secure a strong market position in the digital transformation.

Date of Award	2025
Original language	German (Austria)
Supervisor	Michael Leimer (Supervisor)