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Interaktionskompetenz Im Vertrieb: Konzeptualisierung Und Erfolgswirkung
Paperback
Series: Applied Marketing Science / Angewandte Marketingforschung
ISBN13: 9783658088194
Publisher: Springer Nature
Published: Feb 23 2015
Pages: 358
Weight: 1.09
Height: 0.84 Width: 5.83 Depth: 8.27
Language: German
Aufbauend auf einer Literaturrecherche zur Interaktion, zur Kompetenz und zu Konzepten des persönlichen Verkaufens sowie auf Basis von Experteninterviews konzeptionalisiert und operationalisiert Vera Schulte das Konstrukt Interaktionskompetenz, welches die notwendigen Voraussetzungen einer effektiven Steuerung der Interaktion unter gleichzeitiger Berücksichtigung des kompletten Interaktionsprozesses erfasst. Im Rahmen einer branchenübergreifenden Untersuchung im Investitionsgüterbereich validiert die Autorin die neu entwickelte Skala und identifiziert zentrale Einflussfaktoren sowie Effekte auf unternehmensrelevante Erfolgsgrö en. Es kann belegt werden, dass das Interaktionsverhalten der Vertriebsmitarbeiter einen entscheidenden Einfluss auf ökonomische Faktoren und die Kundenzufriedenheit ausübt.
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