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Home > Business and Economics > Business and Management > Commitment: Determinante Oder Ergebnis Der Kundenbindung ?
Commitment: Determinante Oder Ergebnis Der Kundenbindung ?

Commitment: Determinante Oder Ergebnis Der Kundenbindung ?


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About the Book

Studienarbeit aus dem Jahr 2007 im Fachbereich Wirtschaftswissenschaften, einseitig bedruckt, Note: 1,0, Universit t Siegen, Veranstaltung: Verhaltenswissenschaftliche und wertorientierte Ans tze des Kundenmanagements, 37 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: Durch anhaltende strukturelle Ver nderungen des Wirtschaftsstandorts Deutschland stagnieren aktuell viele M rkte. Der Wettbewerb um freie Neukunden sowie der Verteilungskampf um bereits vergebene Kunden" gewinnen daher an Intensit t. Dieser Wettbewerbsdruck in Verbindung mit neu entwickelten Kommunikations- und Informationstechnologien, z. B. dem E-Commerce, st rken zunehmend die Position des K ufers, mit dem Resultat eines immer individuelleren, zur Sprunghaftigkeit nei-genden Konsumverhaltens, sowie generell sinkender Markentreue. Diese Entwicklungen stellen Unternehmen vor neue Herausforderungen und zwingen zum Umdenken: Statt wie bislang die Bem hungen zur Neukundenakquisition in den Vordergrund zu stellen, gilt es nun, die Bindung bereits vorhandener Kunden ins Auge zu fassen, um rentable Marktpositionen gegen Wettbewerber zu verteidigen und Wachstumspotential zu erzeugen. Ein Ansatz zum Umgang mit dieser ver nderten Situation ist das Relationship Marketing, welches den Aufbau und den Erhalt einer Beziehung des Unternehmens zum Kunden in den Fokus der Marketingaktivit ten stellt. Dass langfristige Kundenbeziehungen das wichtigste Kapital jeder Unternehmung" sind, hat einfache konomische Gr nde: So verursacht ein Neukunde insbesondere durch die an ihn adressierte Werbung zun chst erhebliche einmalige Kosten, welche erst mit anhaltender Dauer der Beziehung zum Unternehmen amortisiert werden. Zudem erzeugen Stammkunden mit anhaltender Beziehungsdauer h here Nettoums tze. Mit dem Commitment findet ein urspr nglich aus der Verhaltensforschung, insbesondere der Sozialpsychologie, stammendes Konstrukt in den letzten Jahren wachsende Beachtung in der Kundenbeziehungsforschung.


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Product Details
  • ISBN-13: 9783640188444
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 148 mm
  • Spine Width: 3 mm
  • Weight: 82 gr
  • ISBN-10: 3640188446
  • Publisher Date: 20 Oct 2008
  • Binding: Paperback
  • Language: German
  • Sub Title: Determinante Oder Ergebnis Der Kundenbindung ?
  • Width: 210 mm


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