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Kundenkarten als Instrument der Kundenbindung

Kundenkarten als Instrument der Kundenbindung

          
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About the Book

Studienarbeit aus dem Jahr 2011 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 2,0, Private Fachhochschule Göttingen, Sprache: Deutsch, Abstract: Angesichts der in der heutigen Zeit hohen Wettbewerbsintensität und der Erkenntnis, dass der Erfolg eines Unternehmens durch systematische Kundenbindung wesentlich gesteigert werden kann, haben sich die Zielsetzungen vieler Unternehmen gewandelt und die langfristige Kundenbindung in den vergangenen Jahren immer mehr an Bedeutung gewonnen.1 Eine hohe Produktqualität wird heutzutage als selbstverständlich vorausgesetzt. Produkte und Dienstleistungen werden einander immer ähnlicher und somit austauschbarer. Es zählen nur noch Preis, Qualität und Lieferzeiten.2 "Allein daran vom Kunden beurteilt zu werden, ist tödlich."3 Um dem zunehmenden Wettbewerb entgegenzuwirken ist es für Unternehmen heute umso wichtiger sich durch proaktive Maßnahmen, als Zusatz zum reinen Produktnutzen, von der Konkurrenz abzuheben4 und mit den Kunden eine intensive Beziehung aufzubauen.5 "Die Kernfrage aller dieser Aktivitäten ist daher, auf welche Weise eine intensive Beziehung zu Kunden aufgebaut werden kann, damit diese "resistent" gegenüber Abwerbeversuchen des Wettbewerbs werden, dem eigenen Unternehmen über einen langen Zeitraum treu bleiben und somit ein sicheres Umsatzund Ertragspotenzial darstellen."6 Dabei haben Kundenkarten in den letzten Jahren als Instrument der Kundenbindung in vielen Branchen stark an Bedeutung gewonnen.7 Im Folgenden wird auf der Grundlage möglichst aktueller Literatur der Fokus auf Kundenkarten als Instrument der Kundenbindung gelegt. Es soll zunächst die Kundenbindung als allgemein theoretische Grundlage von Kundenkarten als Bindungsinstrument definiert werden. Des Weiteren soll ein kurzer Überblick von weit verbreiteten Kundenbindungsinstrumenten gegeben und anschließend Definition und Ziele von Kundenkarten aufgeführt werden. Hierauf wird ein zusammenfassender Ei


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Product Details
  • ISBN-13: 9783656183808
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 140 mm
  • ISBN-10: 3656183805
  • Publisher Date: 07 May 2012
  • Height: 216 mm
  • No of Pages: 28
  • Series Title: German
  • Weight: 45 gr


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Kundenkarten als Instrument der Kundenbindung
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