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Kundenloyalität und entmonopolisierter Markt am Beispiel der Telekommunikationsindustrie: Unter besonderer Berücksichtigung der Deutschen Telekom AG

Kundenloyalität und entmonopolisierter Markt am Beispiel der Telekommunikationsindustrie: Unter besonderer Berücksichtigung der Deutschen Telekom AG

          
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About the Book

Inhaltsangabe: Einleitung: Das Ende unseres Jahrhunderts ist durch die Auflösung verschiedenster staatlicher Monopole wie der Liberalisierung des Luftraums, der Deregulierung der Stromversorgung und der Entmonopolisierung des Telekommunikationsmarktes gekennzeichnet. Dieses ERP beschäftigt sich mit dem Phänomen der Kundenloyalität in kürzlich liberalisierten Märkten, insbesondere dem Telekommunikationsmarkt. Gang der Untersuchung: Anfangs werden die theoretischen Konzepte der Kundenloyalität vorgestellt. Anschließend wird die Telekommunikationsindustrie näher beleuchtet, um Hypothesen aufzustellen, die im empirischen Teil überprüft werden. Zwei Ansätze werden zur Definition von Kundenloyalität identifiziert. Der verhaltensbedingte Ansatz geht davon aus, daß Loyalität lediglich durch einen wiederholten Kauf charakterisiert wird. Die Autoren stützen ihre Messungen auf die Anzahl der wiederholten Käufe, auf die Frequenz eines Kaufs oder Anteile einer Marke am gesamten Einkaufsvolumen. Der kognitive Ansatz hingegen erweitert die oben genannte Definition um weitere Faktoren. Für die Autoren dieses Ansatzes, spielen auch psychologische und einstellungsbedingte Variablen eine Rolle. Sie unterscheiden mit Hilfe dieser Variablen echte von falscher Loyalität (falsch weil es sich nur um einen wiederholten Kauf handelt). Die neueren Messungen von Loyalität nach dem kognitiven Ansatz beinhalten Mundpropaganda, Empfehlungen und den Willen erneut zu kaufen. Wie eingangs erläutert, untersucht dieses ERP vorrangig die Telekommunikationsindustrie. Ursprünglich handelt es sich bei den Telekommunikationsanbietern aller industrialisierten Länder entweder um staatliche Monopole (wie in Europa oder Japan) oder um Unternehmen, die eine monopolähnliche Stellung hatten (beispielsweise in den USA). Obwohl bereits in den dreißiger Jahren Bestrebungen vorhanden waren, den Telekommunikationsmarkt liberaler zu gestalten (USA), wurde die Monopolstellung der Anbieter erst Mitte der achtziger Ja


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Product Details
  • ISBN-13: 9783838619163
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 177 gr
  • ISBN-10: 3838619161
  • Publisher Date: 26 Nov 1999
  • Height: 210 mm
  • No of Pages: 126
  • Series Title: German
  • Sub Title: Unter besonderer Berücksichtigung der Deutschen Telekom AG
  • Width: 148 mm


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Kundenloyalität und entmonopolisierter Markt am Beispiel der Telekommunikationsindustrie: Unter besonderer Berücksichtigung der Deutschen Telekom AG
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