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Kundenloyalität im Handel. Customer Engagement in Social Media

Kundenloyalität im Handel. Customer Engagement in Social Media

          
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About the Book

Masterarbeit aus dem Jahr 2018 im Fachbereich BWL - Review of Business Studies, Note: 1,0, Universität des Saarlandes (Institut für Handel und Internationales Marketing), Sprache: Deutsch, Abstract: In Zeiten mangelnder Differenzierungsmöglichkeiten, aggressiver Preiskämpfe und steigender Konsumentenmacht avancieren das Customer Engagement und damit die Integration des Kunden in die betrieblichen Prozesse zusehends zu dem neuen Dogma für das Marketing in Forschung und Praxis. Charakterisiert als ein klassischen, kundenbezogenen Größen überlegenes Konstrukt, kommt dem Customer Engagement verstärkt eine Schlüsselrolle bei der Erreichung des übergeordneten Ziels der Kundenbindung zu. Zum Zweck einer langfristigen Bindung des Kunden an das Unternehmen setzt sich zunehmend die Erkenntnis durch, dass dem interaktiven, dialogbasierten Charakter von Geschäftsbeziehungen stärkere Beachtung zukommen sollte. Statt rein finanzieller Indikatoren wie dem Wiederkaufverhalten treten damit kundenbezogene Größen in den Fokus. Diesbezüglich hat innerhalb der vergangenen Dekade das Engagement-Konstrukt erhöhte Aufmerksamkeit erfahren, dessen konstitutives Merkmal die Interaktivität von Geschäftsbeziehungen bildet. Diese beschränkt sich nicht auf die Phase des Kaufprozesses. Vielmehr finden nicht-transaktionale Verhaltensweisen wie Weiterempfehlungen oder das Feedback seitens des Kunden stärkere Beachtung. Dadurch bietet sich Unternehmen im Idealfall die Möglichkeit, sich als Verfechter der kundenseitigen Interessen zu positionieren, um in der Folge eine differenzierte Stellung am Markt zu erreichen. Denn eine derartige partnerschaftliche Rolle des Unternehmens könnte durch den Kunden als Zeichen der Wertschätzung interpretiert werden und dazu beitragen, die Geschäftsbeziehungen zu intensivieren respektive zu emotionalisieren. Diese Arbeit beantwortet folgende Forschungsfragen: 1. Wie kann das Customer Engagement konzeptualisiert werden? 2. Wie kann das Customer Engagement in sozial


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Product Details
  • ISBN-13: 9783346154095
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 297 mm
  • No of Pages: 184
  • Spine Width: 10 mm
  • Width: 210 mm
  • ISBN-10: 3346154092
  • Publisher Date: 04 May 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 453 gr


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