How incentive-based customer acquisition affects the value of the customer base

  • USING VERY APPEALING INCENTIVES TO ATTRACT NEW CUSTOMERS IS A COMMON APPROACH IN THE FINANCIAL SERVICE INDUSTRY. WHILE THIS CERTAINLY LEADS TO MANY NEW CUSTOMERS, THE PROFITABILITY OF THESE ACQUIRED CUSTOMERS IS LARGELY UNKNOWN IN MANY BANKS.

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Metadaten
Author:Jeanette Heiligenthal, Bernd SkieraORCiDGND
URN:urn:nbn:de:hebis:30:3-578819
ISSN:1866-1238
Parent Title (English):EFL quarterly : an E-Finance Lab publication
Publisher:E-Finance Lab e.V.
Place of publication:Frankfurt am Main
Document Type:Article
Language:English
Year of Completion:2009
Year of first Publication:2009
Publishing Institution:Universit├Ątsbibliothek Johann Christian Senckenberg
Release Date:2021/01/28
Volume:2009
Issue:4
Page Number:2
First Page:4
Last Page:5
HeBIS-PPN:477191479
Institutes:Angeschlossene und kooperierende Institutionen / E-Finance Lab e.V.
Dewey Decimal Classification:3 Sozialwissenschaften / 33 Wirtschaft / 330 Wirtschaft
Sammlungen:Universit├Ątspublikationen
Licence (German):License LogoDeutsches Urheberrecht