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Kundenbindung Durch Bonusprogramme: Erfolgreiche Konzeption Und Umsetzung
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ISBN13: 9783540875703
Publisher: Springer
Published: Mar 19 2009
Pages: 140
Weight: 0.75
Height: 0.60 Width: 6.30 Depth: 9.20
Language: German
Die starke Verbreitung von Bonusprogrammen hat zu einer nahezu inflationären Verwendung solcher Ma nahmen der Kundenbindung geführt. Ein blo es Rabattheft reicht zur erfolgreichen Kundenbindung längst nicht mehr aus. Effektive Bonusprogramme sollten daher an den Erkenntnissen der wissenschaftlichen Konsumentenforschung ansetzen. Die Autoren dieses Buchs zeigen die Erfolgskonzeption und -umsetzung von Bonusprogrammen, wirtschaftspsychologisch fundiert und mit zahlreichen Praxisbeispielen untermauert, auf. Über eine kurze Einführung in die Grundlagen der Wirtschaftspsychologie und aktuellen Konsumentenverhaltensforschung geben sie dem Leser vielfache Beispiele und konkrete Anwendungen an die Hand, wie Einstellungen und Verhaltensweisen von Kunden mittels eines Bonusprogramms beeinflusst werden können. Eine Checkliste fasst die Erfolgskriterien für die Konzeption und Umsetzung kundengerechter Bonusprogramme zusammen. Die Autoren eröffnen neue Wege für ein professionell gestaltetes Bonusprogramm, das sich von der Konkurrenz abhebt und branchenübergreifend geeignet ist, bestehende Kunden zu binden und Neukunden zu akquirieren.
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