Gavrilova, Liubov (A.A. 2022/2023) Money matters: reshaping value proposition strategy in FinTech and cryptocurrency banking services that resonate with millennials and Generation Z CX. Tesi di Laurea in Marketing plan & markstrat simulation, Luiss Guido Carli, relatore Rumen Ivaylov Pozharliev, pp. 59. [Master's Degree Thesis]

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Abstract/Index

Conceptual framework and hypotheses development. Theoretical background: research questions. Value proposition strategy and its design: a FinTech product value map specifics. The FinTech banking value product map with vs. without cryptocurrency services (IV) and willingness to adopt a FinTech product (DV). The moderating role of generation (W) on willingness to adopt a FinTech product: millennials and Generation Z. The UX dimensions of FinTech products and services (IVs) and perceived customer experience (DV). Methodology and procedure plan. Research design and methods overview. Methodology and conceptual models. Preliminary analysis. Value proposition canvas: customer profile and value map design–mixed-method analysis.

References

Bibliografia: pp. 38-41.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Marketing (LM-77)
Chair:	Marketing plan & markstrat simulation
Thesis Supervisor:	Pozharliev, Rumen Ivaylov
Thesis Co-Supervisor:	De Angelis, Matteo
Academic Year:	2022/2023
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	20 Jun 2024 16:28
Last Modified:	20 Jun 2024 16:28
URI:	https://tesi.luiss.it/id/eprint/39012

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