Retail Banking in Greece - New perspectives through customer orientation in a slowly saturated market

Bachelor Thesis from the year 2008 in the subject Business economics - Banking Stock Exchanges Insurance Accounting grade: 2.0 University of Applied Sciences Zurich language: English abstract: Every year millions of tourists from all over the world choose Greece and theGreek Islands for their summer destination and travel to Greece to enjoy thefriendly climate the blue and clear seas and the fantastic hospitality and natural environment. Beside of this known face of Greece the last year's Greek economy is one of the boosting economies in the European community. Quite after the successful organization of the Olympic Games in 2004 the domestic economyimproves and the demand from the private sector and households for bankingproducts services expands dramatically. The Greek Retail Banks benefit from thismacro economic development and generate extremely good revenues and marketshares in the domestic market with the current customer base and newacquisitions. Nevertheless slowly signs of a saturated market and competitionwithin the traditional Greek banks forcing the banks to optimize their bankcustomer relationships with their current customer base and to look for newchannels to growth and to attain a competitive advantage against new Bankentrepreneurs in the market.This thesis describes on a scientific and methodical method the problem of theslowly market saturation in the retail banking sector and develops a problemsolution based on the question of how new perspectives and chances will arisethrough implementation of customer-orientation to support long-term andprofitable bank-customer relationships. In addition the SWOT-Analysis of thethree key players in the Greek retail banking market identifies their internal and external capabilities of their current customer oriented strategies. Finally the thesis closes with a recommendation and conclusion on how the CRM framework gives new perspectives with concepts methods and tools contributes for a