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Kundenzufriedenheit im Textileinzelhandel: Ein betriebstypenspezifischer Vergleich auf Basis einer Conjoint Measurement-Studie

Kundenzufriedenheit im Textileinzelhandel: Ein betriebstypenspezifischer Vergleich auf Basis einer Conjoint Measurement-Studie

          
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About the Book

Inhaltsangabe: Einleitung: Die Ermittlung der Zufriedenheitsanforderungen von Kunden im Textileinzelhandel ist mit mehreren Problemen behaftet. Zum einen ist das Konstrukt „Zufriedenheit" kein objektiv messbarer Tatbestand, und zum anderen wird durch die Vielgestaltigkeit und Vielschichtigkeit der Beziehungen zwischen Anbieter und Nachfrager sowie die Verschiedenartigkeit der Bedürfnisse des Einzelnen ein zuverlässiges Bild der Zufriedenheitssituation erschwert. Wie im empirischen Teil der Arbeit aufgezeigt wurde, wird das Conjoint Measurement diesen Anforderungen gerecht. Die an Hand des Conjoint Measurement ermittelten Zufriedenheitsanforderungen der Kunden zeigen, daß die einzelnen zufriedenheitsbestimmenden Komponenten in den jeweiligen Betriebsformen unterschiedlich stark zur Zufriedenheit der Kunden mit den Bekleidungsgeschäften beitragen. Der Erfolg der Ermittlung der Zufriedenheitsanforderungen von Kunden für unterschiedliche Betriebsformen des Textileinzelhandels sowie die Umsetzung der gewonnenen Erkenntnisse in Bezug auf die Zufriedenheit der Kunden hängen im wesentlichen davon ab, inwieweit es dem jeweiligen Management gelingt, das Konstrukt „Kundenzufriedenheit" zu operationalisieren. Entscheidend für die Eignung von Conjoint-Analysen, Wege zur Verbesserung der Kundenzufriedenheit zu finden, ist die sorgfältige Auswahl der Konzeptelemente sowie deren Ausprägungen, da von ihnen die Validität der Ergebnisse abhängt. Die ersten Anwendungen des Conjoint Measurement in der Marktforschungspraxis liegen fast 25 Jahre zurück. Anfangs wurde die Relevanz von Conjoint-Analysen in der Marktforschungspraxis unterschätzt und die Diskussion über ihre Anwendungsmöglichkeiten und ihre Anwendungsprobleme in der Literatur stark vernachlässigt. Erst seit jüngster Zeit findet die Conjoint-Analyse sowohl in der Marketingliteratur als auch bei den in der Praxis durchzuführenden Analysen zunehmende Akzeptanz. Während in der deutschen Marktforschungslandschaft die Verbreitung


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Product Details
  • ISBN-13: 9783838604114
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 199 gr
  • ISBN-10: 3838604113
  • Publisher Date: 26 Aug 1997
  • Height: 210 mm
  • No of Pages: 146
  • Series Title: German
  • Sub Title: Ein betriebstypenspezifischer Vergleich auf Basis einer Conjoint Measurement-Studie
  • Width: 148 mm


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Kundenzufriedenheit im Textileinzelhandel: Ein betriebstypenspezifischer Vergleich auf Basis einer Conjoint Measurement-Studie
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Kundenzufriedenheit im Textileinzelhandel: Ein betriebstypenspezifischer Vergleich auf Basis einer Conjoint Measurement-Studie
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