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Aktives Beschwerdemanagement: Baustein im kundenorientierten Marketing

Aktives Beschwerdemanagement: Baustein im kundenorientierten Marketing

          
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About the Book

Inhaltsangabe: Inhaltsverzeichnis: Inhaltsverzeichnis: Abbildungsverzeichnis Abkürzungsverzeichnis 1.Einleitung1 2.Begriffsbestimmungen2 2.1Beschwerden2 2.2Definition des Begriffes Beschwerdemanagement2 3.Die Unzufriedenheit der Kunden - eine Risikoquelle3 3.1Die Messung der Kundenbindung4 3.2Die Reaktionen der Kunden auf Unzufriedenheit8 3.3Das Beschwerdeverhalten der Kunden10 3.4Die Opportunitätskosten der Kundenunzufriedenheit17 3.5Notwendigkeiten für die Beschwerdepolitik der Unternehmen20 4.Grundlagen des aktiven Beschwerdemanagements23 4.1Ziele des Beschwerdemanagements23 4.2Elemente und Aufgaben des Beschwerdemanagements25 4.2.1Die Beschwerdestimulierung26 4.2.2Die Beschwerdeannahme32 4.2.2.1Das Prinzip des Beschwerdeeigentums33 4.2.2.2Erfassung der Beschwerdeinformation34 4.2.2.3Erfassungsformen37 4.2.3Die Beschwerdebearbeitung und -reaktion38 4.2.3.1Identifikation der Bearbeitungsprozesse38 4.2.3.2Die Verantwortlichkeit während der Bearbeitung39 4.2.3.3Terminvorgaben während der Bearbeitung41 4.2.3.4Instrumente zur Überwachung der Bearbeitung42 4.2.3.5Möglichkeiten der Fall-Lösung43 4.2.4Die Beschwerdeauswertung46 4.2.4.1Quantitative Beschwerdeauswertung47 4.2.4.2Qualitative Beschwerdeauswertung48 4.2.5Das Beschwerdemanagement-Controlling49 5.Kostenkomponenten und Nutzenaspekte eines Beschwerdemanagements50 5.1Die Kostenkomponenten50 5.2Die Beschwerdezufriedenheit der Kunden51 5.2.1Die Einstellungsveränderungen im Rahmen des Beschwerdeprozesses52 5.2.2Die Wiederkaufbereitschaft der Beschwerdeführer54 5.2.3Die Mundwerbung der Beschwerdeführer59 5.2.3.1Der Inhalt der Mundwerbung59 5.2.3.2Die Intensität der Mundwerbung61 5.3Der Informationsnutzen63 5.4Return on Complaint Management64 5.5Die positive Auswirkung des Beschwerdemanagements auf das Produkt- und Unternehmensimage65 6.Die Beschwerdemanagement-Organisation65 6.1Zentrale Organisation66 6.1Dezentrale Organisation67 7.Personalpolitische Aspekte69 7.1Empowermen


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Product Details
  • ISBN-13: 9783838634791
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 154 gr
  • ISBN-10: 3838634799
  • Publisher Date: 03 May 2001
  • Height: 210 mm
  • No of Pages: 110
  • Series Title: German
  • Sub Title: Baustein im kundenorientierten Marketing
  • Width: 148 mm


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