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Bonussystem als Kundenbindungsinstrument

Bonussystem als Kundenbindungsinstrument

          
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About the Book

Studienarbeit aus dem Jahr 2008 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Duale Hochschule Baden-Württemberg, Stuttgart, früher: Berufsakademie Stuttgart, Veranstaltung: Marketing, Sprache: Deutsch, Abstract: Seit einigen Jahren rückt die Ausgestaltung von Kundenbeziehungen stärker in den Fokus vieler Unternehmen. Gründe hierfür lassen sich im veränderten Wettbewerbsumfeld finden, wo der rasante technische Fortschritt, neue Kommunikationswege und die zunemende Globalisierung einen Markt schaffen, auf welchem hoher Konkurrenzdruck herrscht. Produkte und Dienstleistungen werden vergleich- und austauschbar, weshalb es für Unternehmen zunehmend schwieriger wird, sich Wettbewerbsvorteile aufzubauen und ihre Marktanteile durch Neukundengewinnung weiter auszubauen. Gleichzeitig führt die vermehrt nachgewiesene positive Auswirkung von Stammkunden auf die Unternehmensrentabilität dazu, dass im Rahmen der strategischen Neuausrichtung des Marketing die dauerhafte Kundenbeziehung und somit die Kundenbindung in den Vordergrund rückt. Aufgrund dieser Entwicklung, ist es für Unternehmen noch wichtiger geworden, auf bestehende Kunden einzugehen und diese langfristig an das Unternehmen zu binden. Sowohl in der Praxis als auch in der Theorie hat das Marketing zahlreiche Instrumente entwickelt, um das Ziel der erhöhten Kundenbindung zu erreichen. Gerade Bonusprogramme erfreuen sich in den letzten Jahren großer Beliebtheit. So besitzen in Deutschland bereits 60,8% der privaten Haushalte die Payback-Karte. Doch wird die Kundenbindung durch solche Bonusprogramme wirklich erhöht oder stellen diese für die Unternehmen lediglich Kostentreiber dar? Ziel dieser Arbeit ist, einen Einblick in das System der Bonusprogramme zu geben und anhand des Beispiels des Miles&More-Programms der Lufthansa den Zusammenhang zwischen Kundenbindung und Bonusprogramm aufzuzeigen.


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Product Details
  • ISBN-13: 9783638946124
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3638946126
  • Publisher Date: 28 May 2008
  • Height: 210 mm
  • No of Pages: 68
  • Series Title: German
  • Weight: 100 gr


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