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Eignung unterschiedlicher Preisstrategien zur Kundenbindung im Automobilhandel

Eignung unterschiedlicher Preisstrategien zur Kundenbindung im Automobilhandel

          
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About the Book

Inhaltsangabe: Einleitung: Obwohl Kundenbindung von zahlreichen Größen abhängt und nicht zwangsläufig den Geschäftserfolg garantiert, muß dennoch zunächst herausgestellt werden, welches der stärkste Einfluß auf Kundenbindung ist. Kundenzufriedenheit hat allgemein den höchsten Effekt auf Kundenbindung, jedoch herrschen gerade in der Nachfrage nach Automobilen besondere Abhängigkeiten mit weiteren Größen, wie z.B. Wechselbarrieren, vor. Gang der Untersuchung: Nachdem besonders die Bedeutung des Preises für Qualitätsurteile und im Rahmen weiterer Attribute des Kaufentscheidungsprozesses gezeigt wird, werden Preisurteile und Nutzenvorstellungen des (Auto-) Käufers analysiert. In die Arbeit fließt nicht nur die Situation im Neuwagengeschäft, sondern auch die in Reparatur und Kundendienst mit ein. Letztere beiden Bereiche sind für die Bildung der Kundenzufriedenheit (heutzutage) noch bedeutsamer. Anhand des "PROSAT" - (PROfit through SATisfaction) Modells wird erarbeitet, welche Schlüsselgrößen als Haupteinflußkräfte auf die Zufriedenheit wirken und welche Rolle hier dem Preis zukommt. Der Hauptteil der Arbeit (3) stellt die verschiedenen Preisstrategien vor und leitet einzelne Erfolgsgrößen ab. Neben Niedrig- und Hochpreisstrategie wird aufgezeigt, daß die Relationship Pricing-Strategie für den Autohandel große Kundenbindungsmöglichkeiten beinhaltet. Für die Beurteilung des Einflusses von Preisstrategien wird weiterhin eine Unterscheidung in Kundentypen sowie (4) unterschiedliche Arbeitsarten getroffen. Das Kundenpotential läßt sich z.B. in preissensible (z.B. Do-it-yourself-Interessierte) und -unempfindliche (z.B. Sicherheitsorientierte) Abnehmer unterteilen. Diese Kunden reagieren gerade im Hinblick auf den Preis sehr unterschiedlich. Anhand der Preisdifferenzierungsstrategie wird aufgezeigt, wie Bonus-Preise und Preisbündelung diese verschiedenen Käufer beeinflussen können. Weiterhin wird gezeigt, ob neben Gewinnvorteilen auch ein Effekt auf die Kundenzufriedenhe


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Product Details
  • ISBN-13: 9783838607108
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3838607104
  • Publisher Date: 04 Mar 1998
  • Height: 210 mm
  • No of Pages: 68
  • Series Title: German
  • Weight: 100 gr


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