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Kundenrückgewinnungsmanagement: Die Integration Von Customer Engagement Zum Erweiterten Verständnis Der Wertschöpfung Von Rückgewinnungsmaßnahmen
Paperback
Series: Schriftenreihe Des Instituts Für Marktorientierte Unternehme
ISBN13: 9783658340421
Publisher: Springer Gabler
Published: Jul 17 2021
Pages: 147
Weight: 0.46
Height: 0.36 Width: 5.83 Depth: 8.27
Language: German
Das Buch integriert das erweiterte Verständnis der Wertschöpfung von Kundenverhaltensweisen (Customer Engagement Value) in das Kundenrückgewinnungsmanagement. Dieses Verständnis umfasst neben dem Kaufverhalten auch weitere wertschöpfende Kundenverhaltensweisen wie Weiterempfehlungen oder das Teilen von Feedback und Kundendaten. In zwei umfassenden empirischen Studien wird untersucht, welche wertschöpfenden Konsequenzen das Kundenrückgewinnungsmanagement hat. Hierbei steht unter anderem im Fokus, ob Kunden zurückgewonnen werden müssen, damit deren Verhalten (im Sinne des Customer Engagement Value) positiv beeinflusst wird.
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