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Beeinflussung der Kundenbeziehung durch mobile Internet-Dienste

Beeinflussung der Kundenbeziehung durch mobile Internet-Dienste

          
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About the Book

Inhaltsangabe: Einleitung: Ziel dieser Arbeit ist es, die Strukturveränderungen zu untersuchen, die sich aus der Konvergenz von Mobilkommunikation und Internet-Technologie ergeben. Dabei liegt der Schwerpunkt der Betrachtung auf der Veränderung der Kundenbeziehungen. Es soll gezeigt werden, daß eine verbesserte Mobilität bei der Telekommunikation und eine höhere Individualität bei den Dienstangeboten für entsprechende Kundensegmente einen Mehrwert beim Benutzer schaffen und dieser Mehrwert zur Kundenbindung beiträgt. Mobilität bedeutet dabei, daß der Benutzer jederzeit, an jedem Ort und mit jedem beliebigen Endgerät über benutzerorientierte Netze kommunizieren kann. Individualität heißt, daß die Dienste auf den Benutzer zugeschnitten sind. Die Dienste suchen den Benutzer und nicht umgekehrt. Diese Arbeit will nicht die Bedeutung des Internet für die globale Wirtschaft oder die Vor- und Nachteile des "electronic commerce" analysieren. Dazu sind bereits zahlreiche Abhandlungen und Kommentare verfaßt worden. Die Revolution, die das Internet verursacht, ist mittlerweile grundsätzlich akzeptiert worden. Vielmehr soll verdeutlicht werden, daß das mobile Internet mehr als nur ein mobiler Zugang zum Internet sein wird. Es werden zu den heute bekannten Internetdiensten, wie "newsgroups" oder "searchengines", völlig neue Dienste hinzukommen, die sich an Standort und individuellen Wünschen, Bedürfnissen und Lebensumständen des Benutzers anpassen - die sogenannten situationsorientierten Dienste. Gang der Untersuchung: In der vorliegenden Arbeit werden zunächst in Kapitel zwei die theoretischen Grundlagen der Kundenorientierung herausgearbeitet und insbesondere auf die Kundenbindungsmöglichkeiten im "electronic commerce" eingegangen, da diese Modelle nach meiner Ansicht auch auf den "mobile commerce" übertragbar sind und deshalb genutzt werden können. Desweiteren werden auf Grundlage des Marketing-Mixes verschiedene Möglichkeiten zur Kundenbindung dargestellt. Im dritten Ka


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Product Details
  • ISBN-13: 9783838659145
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3838659147
  • Publisher Date: 10 Oct 2002
  • Height: 210 mm
  • No of Pages: 86
  • Series Title: German
  • Weight: 127 gr


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