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Kundenbindung und Kundenbindungsprogramme: Ziele und Methoden
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ISBN10: 3656068445
ISBN13: 9783656068440
Publisher: Grin Verlag
Published: Dec 2 2011
Pages: 60
Weight: 0.20
Height: 0.14 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783656068440
Publisher: Grin Verlag
Published: Dec 2 2011
Pages: 60
Weight: 0.20
Height: 0.14 Width: 5.83 Depth: 8.27
Language: German
Studienarbeit aus dem Jahr 2005 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Berufsakademie Sachsen in Riesa, Sprache: Deutsch, Abstract: Diese Studienarbeit behandelt schwerpunktmä ig Aspekte der Kundenbindung im Business-to-Consumer Bereich, welcher die Beziehung von den Unternehmen zu den Endverbrauchern betrachtet. In Folge dessen wird die Loyalität von Nachfragern im Business-to-Business Bereich, z.B. von Unternehmen zu ihren Lieferanten, vernachlässigt. Verhaltens- und sozialwissenschaftliche Ansätze zur Erklärung der Kundenbindung sind nicht Bestandteil dieser Studienarbeit. Ziel der Arbeit ist es eine Übersicht zur Kundenbindung, zu Instrumenten der Kundenbindung, den wichtigsten im Zusammenhang mit der Kundenbindung relevanten Begriffen und praktikable Methoden zur Kontrolle eines Kundenbindungsmanagements darzulegen. Dazu wird zunächst die Notwendigkeit zur Kundenbindung erläutert und eine Definition zentraler Begriffe durchgeführt. Anschlie end werden verschiedene Ziele und Varianten der Kundenbindung dargestellt. In den weiteren Ausführungen wird eine Übersicht der wichtigsten Kundenbindungsinstrumente im Rahmen der Marketingdimensionen gegeben, an die sich eine Aufführung von Voraussetzungen und zu beachtenden Aspekten bei der Einführung eines Kundenbindungssystems anschlie t. Abgerundet wird die Arbeit durch die Darstellung der Korrelation zwischen Kundenbindung und -zufriedenheit sowie den Möglichkeiten zur Kontrolle des Kundenbindungsmanagements, so dass diese Studienarbeit als kompakter Wegweiser durch das Phänomen Kundenbindung gelten kann. [...]
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