Regionalit?t als Erfolgsfaktor bei Finanzdienstleistungen?

摘要

Every business in our economic system strives to be successful. Success is the generation of profits, to which working the market contributes essentially. There are a number of factors in the success on the market, with marketing strategy and its implementation primarily being the most important elements. Regional market orientation can be a factor in this success, such as if for example consumers prefer a product produced in this region. This applies to certain food products for example where the regional origin is a factor in the decision-making purchasing processes and therefore leads to preferential treatment for such products. This article is focused on determining the extent to which the regional origin is a factor for success for financial service providers (specifically banks and insurance companies). The "Net Promoter Score" was used when bank and insurance customers were asked the "ultimate question" on their willingness to recommend this specific business: "What is the probability that you will recommend business X/brand Y to a friend or colleague?" This question covers not only the rational but also the emotional dimension of the quality of the relationship between customer and supplier.