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Das Potential der sozialpsychologischen Paar- und Beziehungsforschung für das Kundenbeziehungsmanagement
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ISBN10: 3656339791
ISBN13: 9783656339793
Publisher: Grin Verlag
Published: Dec 27 2012
Pages: 54
Weight: 0.18
Height: 0.13 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783656339793
Publisher: Grin Verlag
Published: Dec 27 2012
Pages: 54
Weight: 0.18
Height: 0.13 Width: 5.83 Depth: 8.27
Language: German
Bachelorarbeit aus dem Jahr 2011 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Friedrich-Alexander-Universität Erlangen-Nürnberg, Sprache: Deutsch, Abstract: Für viele Kunden nimmt die Bedeutung an Serviceleistung und Betreuung der Unternehmen stetig zu. Ihnen geht es also nicht mehr nur um das Produkt, sondern zunehmend um die Beziehung zum Unternehmen. Wissenschaftler nutzen deshalb Erkenntnisse aus Untersuchungen der zwischenmenschlichen Beziehungen und versuchen diese auf die strategischen Ma nahmen für Kundenbeziehungen anzuwenden. In dieser Arbeit werden die beiden Forschungsgebiete, die sozialpsychologische Paar- und Beziehungsforschung und das Kundenbeziehungsmanagement, in jeweils drei kongruente Bereiche aufgeteilt, um im zweiten Teil Parallelen ziehen und Potentiale entdecken zu können. Das Ergebnis dieser Arbeit zeigt, dass insbesondere die Relevanz von Kommunikation, Zufriedenheit, Vertrauen, physischer Attraktivität sowie die Dauer einer interpersonellen Beziehung auf eine Kundenbeziehung adaptierbar sind. Weiteres Potential steckt in den Erkenntnissen der unterschiedlichen Anreize für Mann und Frau, sowie den Machtverhältnissen und unterschiedlichen Arten des Verzeihens. Ein Fazit sowie Implikationen für Forschung und Praxis runden diese Arbeit ab.
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