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Kundenzufriedenheit als zentrale Erfolgsgröße des Unternehmens. Grundlagen und Auswirkungen auf das Kundenverhalten

Kundenzufriedenheit als zentrale Erfolgsgröße des Unternehmens. Grundlagen und Auswirkungen auf das Kundenverhalten

          
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About the Book

Akademische Arbeit aus dem Jahr 2007 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,3, Bergische Universität Wuppertal, Sprache: Deutsch, Abstract: Im Folgenden sollen die theoretischen Grundlagen zur Entstehung und Erklärung der zentralen unternehmerischen Zielgröße, der Kundenzufriedenheit, dargestellt werden. Dabei wird von einer Wirkungskette Kundenorientierung - Kundenzufriedenheit - Kundenbindung ausgegangen, in der die Kundenzufriedenheit im Mittelpunkt steht. Ausgehend von der Kundenorientierung als voraussetzendes Zielkonzept zur Erhöhung der Kundenzufriedenheit, wird die Entstehung der Kundenzufriedenheit anhand ausgewählter Konzeptionen erläutert. Anschließend werden die Erwartungen als dynamische Determinante der Kundenzufriedenheit untersucht und die positiven Auswirkungen der Kundenzufriedenheit, die vorrangig in die Kundenbindung und die Preissensibilität loyaler Kunden münden, dargestellt. Die theoretischen Grundlagen zur Kundenzufriedenheit werden durch eine ergänzende Darstellung des besonderen Kundenverhaltens abgeschlossen. Als vorökonomische Größe hat die Kundenzufriedenheit einen maßgeblichen Einfluss auf die Erzielung positiver ökonomischer Größen. Sie bildet demnach eine zentrale Ziel- und Erfolgsgröße kundenorientierter Unternehmen. In Zeiten globalisierter und gesättigter Käufermärkte gestaltet sich die Steigerung der Kundenzufriedenheit als eine zunehmende Herausforderung. Unternehmen stehen vor der aktuellen Problematik, dass sich die Hauptleistungen technisch immer weiter angleichen. Der Kunde orientiert sich daher oftmals am Preis einer Hauptleistung. In diesem Zusammenhang wird die Phase nach dem Erwerb der Hauptleistung bedeutend. Dem Nachkaufmarketing kann hierbei eine wesentliche Bedeutung beigemessen werden. Durch die Verlagerung der unternehmerischen Aktivitäten auf die Nachkaufphase mit dem Ziel der Steigerung der Nachkaufzufriedenheit können Wettbewerbsvorteile gegenüber der Konkurrenz erreicht werden


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Product Details
  • ISBN-13: 9783668218017
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3668218013
  • Publisher Date: 03 Aug 2016
  • Height: 210 mm
  • No of Pages: 48
  • Series Title: German
  • Weight: 72 gr


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Kundenzufriedenheit als zentrale Erfolgsgröße des Unternehmens. Grundlagen und Auswirkungen auf das Kundenverhalten
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Kundenzufriedenheit als zentrale Erfolgsgröße des Unternehmens. Grundlagen und Auswirkungen auf das Kundenverhalten
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