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Motivationale Determinanten Der Wertschöpfung Durch Customer Engagement: Theoretische Konzeption Und Analyse Am Beispiel Des Automobilhandels
Paperback
Series: Integratives Marketing - Wissenstransfer Zwischen Theorie Un
ISBN13: 9783658353902
Publisher: Springer Gabler
Published: Sep 15 2021
Pages: 213
Weight: 0.63
Height: 0.50 Width: 5.83 Depth: 8.27
Language: German
Die Gestaltung von überlegenen Kundenbeziehungen bildet heutzutage den Ausgangspunkt für wirtschaftlichen Erfolg und langfristiges Wachstum von Unternehmen. Neben dem Kaufverhalten können Kunden Wert für ein Unternehmen schaffen, indem sie neue Kunden werben, ihre Erfahrungen mit Anderen teilen oder Feedback geben. Bisher war unklar, welche motivationalen Determinanten diese wünschenswerte Kundenverhaltensweise, das sogenannte Customer Engagement, beeinflussen. Anhand von qualitativen Interviews und einer Online-Befragung zeigt Anna Nauen, dass die Bereitschaft zu Customer Engagement Verhalten vor allem dann besteht, wenn dem eigenen Selbst Ausdruck verliehen wird. Kunden wollen in erster Linie kein Geld für ihr Engagement, sondern sie möchten sich als selbstbestimmt erleben, sich mit Anderen vergleichen und zugehörig fühlen. Die Identifikation und die Förderung des Customer Engagement werden die zukünftige Quelle der Wertschöpfung darstellen.
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