Positioning, people and service excellence for Santander how to make Santander the bank of choice for young adults in Portugal

Detalhes bibliográficos
Autor(a) principal: Mosel, Lennart
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/145426
Resumo: This paper is a supplement to the project “How to Make Santander the Bank of Choice for Young Adults in Portugal”, and explores the concepts of positioning, service excellence and the service marketing mix element people, in the context of the solution proposed to Santander. This paper looks at the theoretical components of the solution, going over recent literature and compiling the current knowledge on the relevant topics, using the two brands, Santander Universidades and Santander Jovens Profissionais, as a basis of the analysis.
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spelling Positioning, people and service excellence for Santander how to make Santander the bank of choice for young adults in PortugalMarketingIntegrated marketing communicationsB2c marketingServices marketingDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis paper is a supplement to the project “How to Make Santander the Bank of Choice for Young Adults in Portugal”, and explores the concepts of positioning, service excellence and the service marketing mix element people, in the context of the solution proposed to Santander. This paper looks at the theoretical components of the solution, going over recent literature and compiling the current knowledge on the relevant topics, using the two brands, Santander Universidades and Santander Jovens Profissionais, as a basis of the analysis.Velosa, JorgeRUNMosel, Lennart2022-01-192021-12-172027-12-17T00:00:00Z2022-01-19T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/145426TID:203083482enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:25:49Zoai:run.unl.pt:10362/145426Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:52:04.894122Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Positioning, people and service excellence for Santander how to make Santander the bank of choice for young adults in Portugal
title Positioning, people and service excellence for Santander how to make Santander the bank of choice for young adults in Portugal
spellingShingle Positioning, people and service excellence for Santander how to make Santander the bank of choice for young adults in Portugal
Mosel, Lennart
Marketing
Integrated marketing communications
B2c marketing
Services marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Positioning, people and service excellence for Santander how to make Santander the bank of choice for young adults in Portugal
title_full Positioning, people and service excellence for Santander how to make Santander the bank of choice for young adults in Portugal
title_fullStr Positioning, people and service excellence for Santander how to make Santander the bank of choice for young adults in Portugal
title_full_unstemmed Positioning, people and service excellence for Santander how to make Santander the bank of choice for young adults in Portugal
title_sort Positioning, people and service excellence for Santander how to make Santander the bank of choice for young adults in Portugal
author Mosel, Lennart
author_facet Mosel, Lennart
author_role author
dc.contributor.none.fl_str_mv Velosa, Jorge
RUN
dc.contributor.author.fl_str_mv Mosel, Lennart
dc.subject.por.fl_str_mv Marketing
Integrated marketing communications
B2c marketing
Services marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Marketing
Integrated marketing communications
B2c marketing
Services marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This paper is a supplement to the project “How to Make Santander the Bank of Choice for Young Adults in Portugal”, and explores the concepts of positioning, service excellence and the service marketing mix element people, in the context of the solution proposed to Santander. This paper looks at the theoretical components of the solution, going over recent literature and compiling the current knowledge on the relevant topics, using the two brands, Santander Universidades and Santander Jovens Profissionais, as a basis of the analysis.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-17
2022-01-19
2022-01-19T00:00:00Z
2027-12-17T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/145426
TID:203083482
url http://hdl.handle.net/10362/145426
identifier_str_mv TID:203083482
dc.language.iso.fl_str_mv eng
language eng
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dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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