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Kundenbindungsmanagement internationaler Fluggesellschaften: Eine Analyse von Frequent Flyer Programmen in der Aviation-Branche

Kundenbindungsmanagement internationaler Fluggesellschaften: Eine Analyse von Frequent Flyer Programmen in der Aviation-Branche

          
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About the Book

Masterarbeit aus dem Jahr 2012 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Fachhochschule Münster (Wirtschaft), Veranstaltung: International Marketing, Sprache: Deutsch, Abstract: ...Damit sich eine Fluggesellschaft in dem intensiven und preisfokussierten Wettbewerb um Passagiere behaupten kann, ist die kontinuierliche Suche nach Wegen zur Kundenbindung und Differenzierung über Zusatzleistungen in den Fokus aller internationalen Airlines gerückt. Vielfliegerprogramme stellen in dieser Hinsicht eine der größten Marketinginstrumente in der Aviation-Branche dar. Die große Bedeutung, die rasante Verbreitung sowie die zunehmende Komplexität internationaler FFP in den letzten Jahren erfordert eine umfassende Untersuchung der Vielfliegerprogramme. Schließlich sind diese Kundenbindungsinstrumente, seit American Airlines mit AAdvantage zu Beginn der 1980er Jahre noch ein sehr limitiertes Bonusprogramm implementierte,17 in ihrem Umfang und ihrer Intensität bis heute enorm gewachsen.18 Auch die seit Beginn des 21. Jahrhunderts einsetzende Krisenstimmung in der Luftverkehrsindustrie beeinflusst das Aufstreben der FFP nicht.19 Um ein möglichst umfassendes Gesamtbild der heutigen Programmausgestaltung internationaler Vielfliegerprogramme zu erhalten, wird - im Gegensatz zu vielen anderen Studien - in dieser Arbeit keine Einschränkung auf ein konkretes Programm vorgenommen. Vielmehr werden sämtliche Programmmerkmale bei einer Vielzahl weltweiter FFP untersucht, um international valide Ergebnisse und Aussagen zu erhalten. Ziel dieser Arbeit ist es, die diversen Elemente aktueller, internationaler Vielfliegerprogramme zu strukturieren, ihre Ausgestaltungsmerkmale detailliert zu untersuchen, ihre Erfolgswirkungen zu identifizieren und Differenzierungsmerkmale zwischen den Programmen aufzudecken. [...] Um die Vielfliegerprogramme besser in ihren Gesamtkontext einordnen zu können, wird in Kapitel 2 zunächst das übergeordnete Konzept der Kundenbindungsprogram


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Product Details
  • ISBN-13: 9783656466994
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 15 mm
  • Weight: 358 gr
  • ISBN-10: 3656466998
  • Publisher Date: 05 Aug 2013
  • Height: 210 mm
  • No of Pages: 270
  • Series Title: German
  • Sub Title: Eine Analyse von Frequent Flyer Programmen in der Aviation-Branche
  • Width: 148 mm


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