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Customer Satisfaction Measurement: Kundenzufriedenheitsmessung ALS Informationsgrundlage Des Hersteller- Und Handelsmarketing Am Beispiel Der Automobilwirtschaft

Customer Satisfaction Measurement: Kundenzufriedenheitsmessung ALS Informationsgrundlage Des Hersteller- Und Handelsmarketing Am Beispiel Der Automobilwirtschaft

          
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About the Book

Ausgezeichnet mit dem Förderpreis der deutschen Marktforschung 1995.
Es besteht in Wissenschaft und Unternehmenspraxis heute kein Zweifel mehr an der Gültigkeit der These, daß die Kundenorientierung den Erfolgsfaktor Nummer 1 für die Unternehmensführung bildet. Sie ist nicht nur der Kerngedanke einer integrierten Marketingkonzeption, sondern steht auch im Rahmen neuerer Managementlehren wie dem Lean Management, dem Total Quality Management und dem Business Process Reengineering im Mittelpunkt der Betrachtung. Es kann daher nicht verwundern, daß die Anzahl der Studien zur Analyse der Kundenzufriedenheit kontinuierlich anwächst. Gleichzeitig mehren sich jedoch kritische Stimmen, die den Stand der Marktforschungspraxis im Bereich des Customer Satisfaction Measurement (CSM) immer noch als unzureichend bezeichnen. Die intensiv und zum Teil kontrovers geführte Diskussion um «den richtigen Ansatz» zur Messung der Kundenzufriedenheit gibt bereits hinreichend Anlaß, sich kritisch mit den vorliegenden Konzeptionen für ein CSM auseinanderzusetzen. Eine solche Forschungsarbeit darf dabei nicht übersehen, daß angesichts einer rezessions- und zunehmend sättigungsbedingten Stagnation der Nachfrage auf einem hohen Niveau in zahlreichen Absatzmärkten Maßnahmen zur Kundenbindung gegenüber Maßnahmen zur Neukundengewinnung für Hersteller und Händler erheblich an Bedeutung gewinnen.


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Product Details
  • ISBN-13: 9783631489604
  • Publisher: Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
  • Publisher Imprint: Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
  • Edition: New edition
  • Language: German
  • Returnable: N
  • Sub Title: Kundenzufriedenheitsmessung ALS Informationsgrundlage Des Hersteller- Und Handelsmarketing Am Beispiel Der Automobilwirtschaft
  • Width: 148 mm
  • ISBN-10: 3631489609
  • Publisher Date: 01 Jun 1995
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 292
  • Series Title: Schriften Zu Distribution Und Handel,
  • Weight: 430 gr


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Customer Satisfaction Measurement: Kundenzufriedenheitsmessung ALS Informationsgrundlage Des Hersteller- Und Handelsmarketing Am Beispiel Der Automobilwirtschaft
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Customer Satisfaction Measurement: Kundenzufriedenheitsmessung ALS Informationsgrundlage Des Hersteller- Und Handelsmarketing Am Beispiel Der Automobilwirtschaft
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