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Customer Satisfaction Measurement: Kundenzufriedenheitsmessung ALS Informationsgrundlage Des Hersteller- Und Handelsmarketing Am Beispiel Der Automobi
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Series: Schriften Zu Distribution Und Handel, Book 15
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ISBN13: 9783631489604
Publisher: Peter Lang
Published: Jun 1 1995
Pages: 292
Language: German
Es besteht in Wissenschaft und Unternehmenspraxis heute kein Zweifel mehr an der Gültigkeit der These, da die Kundenorientierung den Erfolgsfaktor Nummer 1 für die Unternehmensführung bildet. Sie ist nicht nur der Kerngedanke einer integrierten Marketingkonzeption, sondern steht auch im Rahmen neuerer Managementlehren wie dem Lean Management, dem Total Quality Management und dem Business Process Reengineering im Mittelpunkt der Betrachtung. Es kann daher nicht verwundern, da die Anzahl der Studien zur Analyse der Kundenzufriedenheit kontinuierlich anwächst. Gleichzeitig mehren sich jedoch kritische Stimmen, die den Stand der Marktforschungspraxis im Bereich des Customer Satisfaction Measurement (CSM) immer noch als unzureichend bezeichnen. Die intensiv und zum Teil kontrovers geführte Diskussion um den richtigen Ansatz zur Messung der Kundenzufriedenheit gibt bereits hinreichend Anla , sich kritisch mit den vorliegenden Konzeptionen für ein CSM auseinanderzusetzen. Eine solche Forschungsarbeit darf dabei nicht übersehen, da angesichts einer rezessions- und zunehmend sättigungsbedingten Stagnation der Nachfrage auf einem hohen Niveau in zahlreichen Absatzmärkten Ma nahmen zur Kundenbindung gegenüber Ma nahmen zur Neukundengewinnung für Hersteller und Händler erheblich an Bedeutung gewinnen.
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