Realizing Customer Retention Potentials by Electronic Banking
نویسندگان
چکیده
New media, e.g. the internet, are no longer just the playground for “online-freaks”, firms have recognized the chances offered by online communication. An empirical study, conducted by the LudwigMaximilians-University of Munich, Germany, reveals that service industries (mainly financial service providers) regard online advertising as very important (Schwaiger 1998). When asked about future importance of 20 communication instruments, service industries ranked online advertising on 3rd place right in front of classic advertising (1st and 2nd place are taken by employee training and public Some aspects concerning online communication of financial service providers shall be discussed focusing electronic banking.
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ورودعنوان ژورنال:
- Electronic Markets
دوره 8 شماره
صفحات -
تاریخ انتشار 1998