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Viel hilft viel? Der Zusammenhang zwischen der Kundenorientierung eines Verkäufers und seiner Verkaufsleistung

Viel hilft viel? Der Zusammenhang zwischen der Kundenorientierung eines Verkäufers und seiner Verkaufsleistung

          
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About the Book

Zahlreiche Studienergebnisse lassen erkennen, dass die Kundenorientierung ein wichtiges Merkmal von erfolgreichen Verkäufern ist. Daher spielen kundenorientierte Verkäufer eine zentrale Rolle für den Unternehmenserfolg. Dieser Zusammenhang stellt den Ausgangspunkt für unternehmensseitige Investitionen in die Kundenorientierung der Verkäufer dar. Jedoch liegen in der Forschung zum Zusammenhang zwischen der Kundenorientierung eines Verkäufers und seiner Verkaufsleistung nur inkonsistente Ergebnisse vor. Aktuell untersucht die Forschung die genaue Entwicklung des beschriebenen Zusammenhangs und diskutiert, inwieweit er von situativen Moderatoren beeinflusst wird. Konkret wird davon ausgegangen, dass nicht eine maximale, sondern eine situationsabhängige Kundenorientierung zu maximaler Verkaufsleistung führt. Aus diesem Grund hat sich die vorliegende Arbeit zum Ziel gesetzt, die Forschung hinsichtlich der beschriebenen Problemstellung voranzubringen. Zu diesem Zweck wurden zehn Experteninterviews mit Verkäufern und Einkäufern aus dem B2B-Bereich geführt. Die Ergebnisse hieraus stützen die Annahme, dass der Zusammenhang zwischen der Kundenorientierung eines Verkäufers und seiner Verkaufsleistung durch situative Einflüsse moderiert wird. Darüber hinaus liefert die vorliegende Arbeit Hinweise darauf, dass die Kundenorientierung eines Verkäufers im Verkaufsgespräch auch auf negativ-moderierende Einflüsse treffen kann.
About the Author: Isabell Müller, M.Sc., wurde 1988 in Ehringshausen geboren. Ihr Studium der Betriebswirtschaftslehre an der Justus-Liebig-Universität Giessen schloss die Autorin im Jahre 2016 mit dem akademischen Grad des Master of Science erfolgreich ab. Bereits während des Studiums sammelte die Autorin umfassende praktische Erfahrungen im Marketing eines großen deutschen Konzerns. Dort leitete sie ein Endkunden-Projekt, in dem unter anderem die Kundenzufriedenheit im Hinblick auf Qualität der Produkte und des Service des Konzerns gemessen wurde. Dadurch konnte sie erste Einblicke in die Kaufentscheidungen von Kunden bekommen. Dies motivierte sie, sich der Thematik des vorliegenden Buches zu widmen.


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Product Details
  • ISBN-13: 9783959354776
  • Publisher: Disserta Verlag
  • Publisher Imprint: Disserta Verlag
  • Height: 210 mm
  • No of Pages: 274
  • Spine Width: 15 mm
  • Width: 148 mm
  • ISBN-10: 3959354770
  • Publisher Date: 25 Oct 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 331 gr


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