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Bedeutung von Kundenzufriedenheit für den Unternehmenserfolg

Bedeutung von Kundenzufriedenheit für den Unternehmenserfolg

          
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About the Book

Studienarbeit aus dem Jahr 2002 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Duale Hochschule Baden-Württemberg Mannheim, früher: Berufsakademie Mannheim (Fachrichtung Handel), Sprache: Deutsch, Abstract: Eine härtere Wettbewerbssituation und immer besser informierte Kunden lassen dem Faktor Kundenzufriedenheit eine immer stärkere Bedeutung zukommen, um den ökonomischen Erfolg eines Unternehmens, auch in schwierigeren Marktumfeldern, sicherzustellen. Die vorliegende Arbeit hat das Ziel, einen Zusammenhang zwischen Kundenzufriedenheit und Unternehmenserfolg aufzuzeigen. Darüber hinaus soll analysiert werden, inwieweit und unter welchen Voraussetzungen Kundenzufriedenheit zum ökonomischen Erfolg eines Unternehmens beitragen kann, und welche Faktoren diesen Zusammenhang beeinflussen. Ich betrachte daher zunächst das Konstrukt Kundenzufriedenheit genauer und beschreibe danach mögliche Auswirkungen von Kundenzufriedenheit bzw. -unzufriedenheit auf das Verhalten des Kunden. In Gliederungsteil 3 beschäftige ich mich mit dem Begriff Unternehmenserfolg. Dazu greife ich Ergebnisse der Erfolgsfaktorenforschung auf und stelle aus empirischen Untersuchungen hervorgegangene Erfolgsfaktoren, d.h. Schlüsselfaktoren des Unternehmenserfolges, vor. In Gliederungsteil 4 untersuche ich den Erfolgsfaktor Kundenzufriedenheit ausführlicher. Ich beschreibe, an welcher Stelle die Kundenzufriedenheit innerhalb der Wirkungskette der Kundenbindung einzuordnen ist, und welche situativen Faktoren auf diese Wirkungskette Einfluß nehmen können. Nach einer Betrachtung des Faktors Kundenzufriedenheit in Abhängigkeit von der Marktphase, mit dem Schwerpunkt auf wachsenden und gesättigten Märkten, beleuchte ich die Kundenperspektive der Balanced Scorecard als Instrument der Integration einer unternehmensweit einheitlichen Kundenorientierung. Der in dieser Arbeit untersuchte Zusammenhang ist von hoher Komplexität. Deshalb setze ich den Schwerpunkt der Betrachtung auf die Ana


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Product Details
  • ISBN-13: 9783638734523
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3638734528
  • Publisher Date: 18 Aug 2007
  • Height: 210 mm
  • No of Pages: 64
  • Series Title: German
  • Weight: 95 gr


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Bedeutung von Kundenzufriedenheit für den Unternehmenserfolg
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