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Entwicklung Eines Effizienten Bonussystems Fur Die Aktivierung Und Zur Erreichung Hoherer Umsatze Bei Bestandskunden

Entwicklung Eines Effizienten Bonussystems Fur Die Aktivierung Und Zur Erreichung Hoherer Umsatze Bei Bestandskunden

          
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About the Book

Diplomarbeit aus dem Jahr 2006 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 2,3, Universität Kassel, 39 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: Der Unternehmenserfolg und das Unternehmenswachstum werden meist durch den Kunden bestimmt. Ein Unternehmen muss auf den Kunden wirken, ihn begeistern, indem es die Erwartungen idealerweise übertrifft. Gerade im Zeitalter des virtuellen Marktes ist es schwierig, diesen Anforderungen gerecht zu werden. Die Käufer sind meist anonym, Angebote und Dienstleister sind erreichbar, unabhängig von ihrem Standort. Dieses führt dazu, dass Kunden Anbieter und Marken ohne großen Aufwand wechseln können und somit Kundenzufriedenheit, Kundenbindung und Kundentreue zu einer sehr wichtigen Aufgabe der virtuellen Dienstleister wird. Die schwierigste Aufgabe jedes Unternehmens ist daher nicht nur, diesen Erwartungen zu entsprechen und einen exzellenten Service zu bieten, sondern vielmehr aus dem (Neu-)Kunden langfristig einen treuen Kunden, d.h. Stammkunden, zu gewinnen. Gerade im Internet verbirgt sich die Gefahr, dass Unternehmen den direkten Kontakt zu ihren Kunden verlieren. Daher ist es hier sehr wichtig, die Beziehung zwischen den Kunden und dem Unternehmen in anderer Form zu verstärken. Nur wie lernt man seine Kunden kennen, wenn man sie nie zu Gesicht bekommt? Welche unbefriedigten Bedürfnisse haben die Kunden? Wie kann man durch gezielte Marketingaktivitäten den Kunden von dem eigenem Unternehmen begeistern, ihnen einen Mehrwert gegenüber anderen Anbietern schaffen? All diese Fragen sollen in der vorliegenden Arbeit beantwortet werden. Die größte Problematik in Bezug auf Stammkunden besteht für ein Versandhandelsunternehmen darin, diejenigen an sich zu binden, die für das Unternehmen rentabel sind. Ferner müssen die Bereiche erarbeitet werden, in welchen in die Kundenbindung zu investieren ist, um sie später gezielt ansprechen zu können.


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Product Details
  • ISBN-13: 9783638724999
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3638724999
  • Publisher Date: 06 Aug 2007
  • Height: 210 mm
  • No of Pages: 92
  • Series Title: German
  • Weight: 131 gr


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