Cross-selling financial services to small and medium enterprises via e-banking portals
نویسنده
چکیده
Research referring to e-Banking portals has often been conducted focusing on acceptance and usage of private customers. The customer group of small and medium enterprises (SME) was only rarely an object of investigation. Especially SMEs are a difficult group for banks to be profitable in. An obvious trend in this context is the strategy of banks to increase profits by improving cross-selling financial services via e-banking portals. The presented research project aims at analysing the status quo of ebanking in the customer segment of SMEs and at giving suggestions how to improve cross-selling. This paper introduces a research approach based on the current research in IS and marketing and presents the status quo of the project and its next steps.
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