Microsoft Word - BC0225_Final_Assignment_Consumer_Behaviour_Spring_2021.docx
Consumer behaviour: Strategic recommendations assignment (60%)
Dr Anna Danielewicz-Betz
- To prepare students for the University of Roehampton assignments, including writing
the research proposal and the Bachelor thesis;
- To learn to pay close attention to the structural requirements specified;
- To introduce the concept and process of literature review, including in-text citations
and references in Harvard style;
- To demonstrate application of the key terms and concepts introduced in the course,
including use of supportive visuals;
- To develop critical thinking skills;
- To develop the skills of synthesising and making recommendations based on the
Title: Customer-centric FinTech startups: a case of neobanking
Cover page: Title (you may change the title accordingly, depending on the bank chosen),
your name and ID, word count –mandatory (excluding the cover page, Table of Contents,
References, and Appendix), course name, lecturer’s name (see above)
2nd page: Table of Contents (reflecting the structure of your assignment - numbered
headings and sub-headings - with the page numbers provided)
Structure (to be observed in ToC):
Outline the topic and the objectives of your paper.
Introduce all the key terms and concepts. Make sure to cite correctly.
You may use a mind map to represent the key concepts and how they are interconnected
(Fig. 1 with a caption).
2. Literature review
(=reading publications on the topic stemming from credible sources, highlighting most
relevant information to be synthesised, paraphrased, and cited)
See, e.g., https://www.scribbr.com/dissertation/literature-review/
Review 3-5 publications (including 1-2 academic articles/papers) and business reports (e.g.
from McKinsey Quarterly) related to the concept of FinTech (and FinTech start-ups).
Specifically, look into ‘neobanking’, with the focus on trends and changing consumer
3. Mini case study:
Soldo, Qonto, N26 or another neobank known to you (adjust the heading appropriately)
In this section, focus on one the neobank of your choice (prioritise the one you happen to be
a customer of).
Briefly introduce your chosen neobank and then address the following questions in separate
sub-sections with headings:
- How does this bank define its success? For this, study its website and other
information/reports available online, especially with regard to the mission
statement, vision, ‘about us’/’our story’
- Who are the target customers? What is/are the target customer group(s) any why?
- How do customers (including B2B) contribute to its success/growth? Take a look at
the success stories, referrals/testimonials, and customer reviews, for example.
- How does this start-up approach customer experience (CX) and how does it
manage the customer journey (e.g. what are the touchpoints, how is customer
loyalty is developed, etc.)? What is the role of a customer success manager here and
why has the bank recently created this new position?
Support all the statements/claims, examples with citations [e.g. “According to X & Y
(publication year)…”]. You may use visuals (including screenshots., e.g. of success stories),
but number them and provide meaningful captions underneath, as well as refer to them in
the text (e.g. “As displayed in Fig. 2….”). Note that your own figures (created by you) have
more academic value (if they are ‘primary’ = not copied from secondary sources). Any time
you draw ideas for your figure on existing secondary figures or information, cite the source
in the caption (e.g. “adapted from”, “based on” + source citation).
4. Strategic recommendations
This section should demonstrate your ability to put forward your own opinions, ideas, and
Based on the literature review/background research and Section 3, as well as your own
experience as a banking customer, what recommendations would you offer to traditional
banks when it comes to lessons in consumer behaviour? How can they improve their
customer success management, taking (future) trends in customer behaviour into account?
And vice versa: what can nonbanks learn from traditional/legacy banks? Also, what customer
pain points should be addressed to enhance customer experience? As for the customer
journey, would you recommend any particular actions at any particular touch points?
Finally, you may extend/generalise the recommendation to other industries.
Briefly summarise your findings in relation to the questions answered in the previous
Alphabetically list all the publications (including online sources). URLs/links only do not
count as references.
- - - -
Note: Make sure to cite (throughout the assignment) and reference (in the last section) all
the sources used, closely following the Harvard referencing style. Write in your own words
and paraphrase as much as possible in order to avoid plagiarism.
Structure your paper accordingly, make use of sub-sections with meaningful headings (e.g.
4.1, XXXXXXXXXX, 4.4)
Word count: 2,000-2,500 words, excluding the cover page, Table of Contents, References
Submission deadline: Saturday, 8 May, 11pm (23:00 German time)