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Loyalitätswirkung Des Geschenkten Bevorzugten Kundenstatus: Eine Theoretische Und Empirisch-Experimentelle Analyse
Paperback
Series: Applied Marketing Science / Angewandte Marketingforschung
Business GeneralManagementMarketing
ISBN13: 9783658063566
Publisher: Springer Nature
Published: Jul 21 2014
Pages: 220
Weight: 0.71
Height: 0.55 Width: 5.83 Depth: 8.27
Language: German
In hierarchischen Loyalitätsprogrammen bekommen einige Kunden einen bevorzugten Kundenstatus vom Unternehmen geschenkt, anstatt diesen wie üblich aktiv zu erreichen. Ob sich der geschenkte bevorzugte Kundenstatus ebenso positiv auf die Kundenloyalität auswirkt wie der erreichte, ist unklar. Auf Basis sozialpsychologischer Theorien und Konzepte leitet Lena Steinhoff Hypothesen zur Loyalitätswirkung des geschenkten bevorzugten Kundenstatus ab und überprüft diese anhand zweier experimenteller Studien empirisch. Die Autorin zeigt, dass die Effektivität des geschenkten bevorzugten Kundenstatus von seiner Gestaltung abhängt. Verfügt der Kunde über Entscheidungsfreiheit sowie gro e Nähe zur Statuserreichung, stellt der geschenkte bevorzugte Kundenstatus ein innovatives und dabei gleicherma en wirksames Instrument zur Loyalitätssteigerung dar wie der erreichte bevorzugte Kundenstatus.
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