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Kundenzufriedenheit im Sport: Drop-Out und Bindung in Fitness-Studios

Kundenzufriedenheit im Sport: Drop-Out und Bindung in Fitness-Studios

          
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About the Book

Diplomarbeit aus dem Jahr 2008 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Universität Konstanz, Sprache: Deutsch, Abstract: Kapitel 1 ist eine Hinführung zur Thematik der Kundenzufriedenheit und Kundenloyalität und weist dabei auf die Probleme hin, mit der die Fitnessbranche zu kämpfen hat. Des Weiteren wird der Aufbau der Arbeit erläutert und die empirische Methode vorgestellt, mit der die Kundenzufriedenheitsmessung durchgeführt werden soll. Seit 2002 geht die Zahl der Fitnessstudios erstmals seit langer Zeit des Wachstums zurück. Deshalb ist die Kundenzufriedenheit und Bindung der Kunden an das Unternehmen wichtiger denn je. Um einen langfristigen Unternehmenserfolg zu gewährleisten, ist die Orientierung an den Bedürfnissen des Kunden von großer Bedeutung. Aus der ökonomischen Perspektive rückt aufgrund der Marktsättigung die Kundenbindung gegenüber der Neukundengewinnung in den Vordergrund. Unternehmenskonzepte wie Kostensenkung und Produktdifferenzierung reichen längst nicht mehr aus, um in der Fitnessbranche zu bestehen. Zumal sich das Angebots- und Leistungsspektrum gerade der Fitnessketten und größeren Fitnessstudios immer mehr ähnelt. Hier kann man sich durch besonderen Service, Kundennähe und Kundenorientierung Wettbewerbsvorteile sichern und ausbauen. Dadurch kann eine differenzierte Marktposition erreicht und die Ertragsposition gesichert werden. Ziel dieser Arbeit ist, die gerade geschilderten Chancen und Potenziale am Beispiel der Fitnessbranche zu konkretisieren. Zu Beginn werden die aktuelle Situation, sowie die zukünftigen Tendenzen erläutert, um zu zeigen, dass sich hier auch in den kommenden Jahren eine sehr positive Ertragsposition der Branche einstellen wird.


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Product Details
  • ISBN-13: 9783640213054
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 15 mm
  • Weight: 344 gr
  • ISBN-10: 364021305X
  • Publisher Date: 18 Nov 2008
  • Height: 210 mm
  • No of Pages: 260
  • Series Title: German
  • Sub Title: Drop-Out und Bindung in Fitness-Studios
  • Width: 148 mm


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