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Die Bestimmung der Wichtigkeit von Items bei der Kundenzufriedenheitsanalyse: Kritische Würdigung bestehender Ansätze
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ISBN10: 3638680258
ISBN13: 9783638680257
Publisher: Grin Verlag
Published: Jul 27 2007
Pages: 60
Weight: 0.20
Height: 0.14 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783638680257
Publisher: Grin Verlag
Published: Jul 27 2007
Pages: 60
Weight: 0.20
Height: 0.14 Width: 5.83 Depth: 8.27
Language: German
Studienarbeit aus dem Jahr 2006 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Hochschule Mannheim (Institut für Unternehmensführung), Sprache: Deutsch, Abstract: Der langfristige wirtschaftliche Erfolg eines Unternehmens hängt wesentlich von der Zufriedenheit seiner Kunden ab. Aus diesem Grund versuchen die Unternehmen eine Vielzahl aussagekräftiger Informationen zu sammeln, aus denen sich Daten über die Kundenzufriedenheit ableiten lassen. Ein hilfreiches Instrument stellt dabei die Kundenzufriedenheitsanalyse dar. Ihre Aufgabe ist es, die Zufriedenheit des Kunden zu analysieren, um letztendlich eine Aussage treffen zu können, wie zufrieden Kunden mit den verschiedenen Leistungen des Unternehmens sind. Da die Kundenzufriedenheit auf einer gro en Anzahl von Leistungsmerkmalen beruht, ist es von besonderer Bedeutung herauszufinden, welche Merkmale von Wichtigkeit sind und in welchem Ausma sie die Kundenzufriedenheit beeinflussen. Die vorliegende Arbeit beschäftigt sich mit Ansätzen und Verfahren, die zur Bestimmung der Wichtigkeit von Items bei der Kundenzufriedenheitsanalyse angewandt werden. In der wissenschaftlichen Arbeit wird deshalb zuerst auf die Thematik der Kundenzufriedenheitsanalyse eingegangen, bevor dann die Faktorenanalyse, die Regressionsanalyse und die Kausalanalyse als ausgewählte Ansätze zur Bewertung der Kundenzufriedenheit vorgestellt werden. Neben praktischen Beispielen wird auch hier auf die expliziten Vor- und Nachteile der einzelnen Methoden eingegangen.
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