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Kundenzufriedenheit messen und steuern. Notwendigkeit, Ziele, Methoden

Kundenzufriedenheit messen und steuern. Notwendigkeit, Ziele, Methoden

          
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About the Book

Akademische Arbeit aus dem Jahr 2008 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Sprache: Deutsch, Abstract: Der ökonomische Erfolg steht am Ende einer Kette, die mit der Orientierung an den Wünschen der Kunden beginnt. Hierauf haben sich alle Bereiche eines Unternehmens auszurichten. Alle Bereiche, d.h. Marketing, Vertrieb, Forschung, Entwicklung, Fertigung usw. müssen auf die sich ändernden Kundenwünsche rasch und flexibel reagieren. Nur wenn Kundenwünschen mit hervorragender Leistungsqualität begegnet wird, kann Zufriedenheit entstehen. Sie ist wiederum die Voraussetzung dafür, dass Kunden wiederkommen, Leistungen und Produkte dauerhaft nachfragen, Cross-Selling betreiben und ihrem Anbieter loyal gegenüber sind. In dieser Arbeit geht es darum, die ökonomische Seite der Kundenzufriedenheit zu betrachten und was sie für ein Unternehmen und dessen wirtschaftlichen Erfolg bedeutet. Die Abschnitte 2 bis 6 bilden hierbei die theoretische Basis für eine Kundenzufriedenheitsmessung. Hier wird dargestellt wie Kundenzufriedenheit zum wirtschaftlichen Erfolg eines Unternehmens beitragen kann und welche Bedeutung sie hat. Des Weiteren werden die Notwendigkeit einer Kundenzufriedenheitsmessung und die Ziele, die damit verfolgt werden, herausgestellt. Anschließend werden in Abschnitt 7 die verschiedenen Methoden der Kundenzufriedenheitsmessung erläutert, zwischen denen ein Anbieter wählen kann. Je nachdem welches Ziel ein Anbieter mit der Messung erreichen will, was für Ergebnisse (qualitative oder quantitative) er haben möchte und wieviel Zeitaufwand und Geld er dafür einplanen kann, entscheidet er sich dann für das passende Verfahren. Nach den Verfahren zur Messung der Kundenzufriedenheit folgen in Abschnitt 8 die Vorgehensweise, Phasen bei der Planung, Durchführung und Auswertung einer Kundenzufriedenheitsmessung. Anschließend werden die möglichen Befragungsarten (Abschnitt 9) und Frageformen (Abschnitt 10), zwischen denen der Anbieter wählen kann,


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Product Details
  • ISBN-13: 9783656934318
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 94
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3656934312
  • Publisher Date: 23 Dec 2016
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 131 gr


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Kundenzufriedenheit messen und steuern. Notwendigkeit, Ziele, Methoden
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