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Kundenbindungsmanagement. Kundenzufriedenheitsanalyse zur Ableitung von Handlungsempfehlungen für die Steigerung der Kundenbindung

Kundenbindungsmanagement. Kundenzufriedenheitsanalyse zur Ableitung von Handlungsempfehlungen für die Steigerung der Kundenbindung

          
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About the Book

Bachelorarbeit aus dem Jahr 2019 im Fachbereich Sport - Sportökonomie, Sportmanagement, Note: 1,9, Deutsche Hochschule für Prävention und Gesundheitsmanagement GmbH, Sprache: Deutsch, Abstract: In der Bachelorarbeit sind Definitionen zu den Begriffen Kundenzufriedenheit, Kundenbindung und Kundenbindungsmanagement herausgearbeitet worden. Zusätzlich wurden verschiedene Methoden zur Kundenzufriedenheitsanalyse herausgearbeitet und letztendlich eine Kundenzufriedenheitsumfrage inkl. Auswertung umgesetzt. Wodurch werden Kunden an ein Unternehmen und seine Produkte bzw. Dienstleistungen gebunden? Und wie kann man dies beeinflussen? Diese Fragen gewinnen auch in der Fitnessbranche immer mehr an Bedeutung. Grund dafür ist der stetig wachsende Wettbewerb (Haumer, 2013). Auch die Eckdatenstudie 2019 vom DSSV zeigt das deutliche Wachstum auf dem deutschen Fitnessmarkt: Somit wurde 2018 ein Gesamtumsatz von 5,33 Milliarden Euro (netto) erwirtschaftet. Im Vergleich zu 2014, mit 4,70 Milliarden Euro (netto), ist der Umsatz in den fünf Jahren um ganze 13,3 Prozent gewachsen. Parallel zum steigenden Umsatz stiegen auch die Mitgliederzahlen deutlich an. 2018 betrug die Mitgliederanzahl in deutschen Fitnesseinrichtungen 11,09 Millionen Mitglieder, wohingegen es 2014 erst 9,08 Millionen Mitglieder waren. Dies ist ein Anstieg um 22,14 Prozent. Durch diese steigende Mitgliederanzahl wird deutlich, dass auch das Interesse an Fitnesseinrichtungen in der deutschen Bevölkerung zunimmt. Somit ist Fitnesstraining die mitgliedstärkste Trainingsform, gefolgt von Fußball mit 7,09 Millionen Mitgliedern. Zusätzlich stieg ebenso die Anzahl der Fitnessanlagen. So waren es 2014 noch 8026 Anlagen, wohingegen 2018 insgesamt 9343 Anlagen gezählt wurden. Dadurch ergibt sich ein prozentualer Anstieg von 16,41 Prozent (DSSV, 2019).


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Product Details
  • ISBN-13: 9783346165770
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 68
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3346165779
  • Publisher Date: 18 May 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 100 gr

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Kundenbindungsmanagement. Kundenzufriedenheitsanalyse zur Ableitung von Handlungsempfehlungen für die Steigerung der Kundenbindung
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