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Ansätze zur Erklärung und Realisierung der Kundenbindung

Ansätze zur Erklärung und Realisierung der Kundenbindung

          
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About the Book

Inhaltsangabe: Inhaltsverzeichnis: Inhaltsverzeichnis: Vorwort I.InhaltsverzeichnisIV II.AbkürzungsverzeichnisVI III.AbbildungsverzeichnisVII 1.Einleitung1 1.1Problemstellung und Ziel der Arbeit1 1.2Gang der Arbeit1 2.Grundlagen3 2.1Definition und begriffliche Abgrenzung der Kundenbindung3 2.2Wirkung der Kundenbindung auf das Unternehmen12 2.2.1Positive Effekte der Kundenbindung12 2.2.2Negative Effekte der Kundenbindung17 3.Identifikation von Determinanten der Kundenbindung19 3.1Theorieansätze zur Erklärung der Kundenbindung und daraus abgeleitete Determinanten19 3.1.1Mikroökonomische Theorie Hirschmans19 3.1.1.1Darstellung der Theorie19 3.1.1.2Identifizierte Determinanten24 3.1.2Transaktionskostentheorie26 3.1.2.1Darstellung der Theorie26 3.1.2.2Identifizierte Determinanten30 3.1.3Sozialpsychologische Interaktionstheorie32 3.1.4Variety Seeking als Konstrukt der Konsumentenverhaltenstheorie36 3.2Zusammenfassende Würdigung der betrachteten Theorieansätze38 3.3Wirkung der identifizierten Determinanten auf die Kundenbindung40 3.3.1Kundenzufriedenheit40 3.3.1.1Meßansätze zur Erfassung der Kundenzufriedenheit40 3.3.1.2Wirkung der Kundenzufriedenheit auf die Kundenbindung42 3.3.2Wechselbarrieren45 3.3.2.1Begriffliche Abgrenzung der Wechselbarrieren45 3.3.2.2Ausprägungsformen von Wechselbarrieren und deren Wirkung auf die Kundenbindung46 3.3.3Attraktivität des Konkurrenzangebotes und Variety Seeking48 3.4Zusammenfassende Betrachtung der identifizierten Determinanten49 4.Maßnahmen zur Realisierung der Kundenbindung50 4.1Aufbau einer Kundendatenbank als Informationsgrundlage50 4.2Isolierte Kundenbindungsmaßnahmen53 4.2.1Produktpolitische Maßnahmen54 4.2.2Preispolitische Maßnahmen55 4.2.3Kommunikationspolitische Maßnahmen57 4.2.4Distributionspolitische Maßnahmen59 4.3Kundenclub als integrierte Kundenbindungsmaßnahme60 5.Schlußbetrachtung65 IV.LiteraturverzeichnisVIII Ehrenwörtliche ErklärungXXV Bei Interesse senden wir Ihnen gerne ko


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Product Details
  • ISBN-13: 9783838634531
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3838634535
  • Publisher Date: 03 May 2001
  • Height: 210 mm
  • No of Pages: 100
  • Series Title: German
  • Weight: 140 gr


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