Increased Involvement

Increased Involvement

          
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About the Book

Die wirtschaftliche Situation eines Unternehmens wird durch eine Reihe unterschiedlicher Einflussfaktoren zunehmend erschwert. Als eine Konsequenz daraus wird im Marketing der Themenbereich Kundenbindung immer stärker favorisiert. Kundenbindung wird determiniert durch das Konsumentenverhalten, das sich in Form eines Wiederkaufs, Cross-Buying oder einer Weiterempfehlung äußert. Im Hinblick auf die Automobilindustrie ist der Wiederkauf zwar von eminenter Bedeutung, jedoch als Indikator der Kundenbindung unzureichend, da die durchschnittliche Haltedauer eines PKW in Deutschland derzeit 6,75 Jahre beträgt. Daher stellt sich die Frage, wie sich das Weiterempfehlungsverhalten von Konsumenten stimulieren lässt, um einerseits direkt Einfluss auf die Kundenbindung auszuüben sowie andrerseits indirekt - über eine Verkürzung der Haltedauer - Kundenbindung zu gewährleisten. In diesem Zusammenhang kann Involvement aufgegriffen werden, da es eine zentrale Größe der Weiterempfehlung darstellt. Zur Steigerung des Involvements wurden im Rahmen dieser Arbeit unterschiedliche Instrumente abgeleitet und analysiert. Der daraus resultierende Zustand des gesteigerten Involvements, welcher primär darauf ausgerichtet ist, Weiterempfehlungen auszulösen und/oder zu intensivieren, wird unter dem Begriff "Increased Involvement" zusammengefasst.


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Product Details
  • ISBN-13: 9783639455090
  • Publisher: AV Akademikerverlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Width: 152 mm
  • ISBN-10: 3639455096
  • Publisher Date: 23 Sep 2012
  • Height: 229 mm
  • No of Pages: 160
  • Series Title: German
  • Weight: 245 gr


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Increased Involvement
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