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Год: 2021

Уникальность: 85%

Содержание дипломной работы на тему «The impact of loyalty programs in private banking in the USA.»

Table of Contents and List of Tables

Foreword 4
Executive Summary 5
Chapter 1 6
1.1. Purpose and Research Question 6
1.2. Objectives and Methods 6
1.3. The background and Literature Review 7
Chapter 2 10
2.1. The characteristics of millennial customers 10
2.2. Attractiveness of retail banking for new millennial customers 11
2.3. Loyalty programs 15
2.3.1. Loyalty programs overview 15
2.3.2. The strengths of loyalty programs 16
2.3.3. The weaknesses of loyalty programs 17
2.3.3. The ideas how to improve 18
2.3.5. The questions to be answered while thinking about loyalty program 20
2.4. Actual situation with loyalty programs 21
2.5. The characteristics of banks, participated in research 23
2.7. Technical tools used by banks to increase the millennial customers’ retention 25
2.7.1. CRM 25
2.7.2. NPS 30
2.8. Which challenges retail banks are facing with millennial customers and why it is happening. 31
2.9. The analysis of Interview results with the bank customers 34
2.10. The analysis Interview results of retail banks 36
Chapter 3 Conclusion 41
Bibliography 43
Appendix 1 47
Survey results Customers 47
Appendix 2 54
Survey results Banks 54
Appendix 3 61
Appendix 4 63
Exhibit 1 63
Exhibit 2 63
Exhibit 3 64
Exhibit 4 64
Exhibit 5 65
Exhibit 6 66