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Möglichkeiten und Instrumente zur Erhöhung der Kundenbindung im Einzelhandel

Möglichkeiten und Instrumente zur Erhöhung der Kundenbindung im Einzelhandel

          
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About the Book

Diplomarbeit aus dem Jahr 1997 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2.7, Martin-Luther-Universität Halle-Wittenberg, Sprache: Deutsch, Abstract: 1.3. Problemstellung und Zielsetzung Vor dem Hintergrund der dargestellten Entwicklungen im handelsbetrieblichen Umfeld werden in der Theorie und Praxis verstärkt Management-Konzepte diskutiert, die der Verbesserung der Kundenorientierung und Kundenzufriedenheit dienen. Exemplarisch kann hier auf das Total Quality Management-Konzept sowie auf das Konzept der Efficient Consumer Response verwiesen werden. Beiden Managementkonzepten ist zu eigen, daß sie das Ziel verfolgen, das handelsbetriebliche Leistungsbündel optimal an die Bedürfnisse und Wünsche der Kunden anzupassen bzw. auszurichten. Die Befriedigung der Bedürfnisse und Wünsche von Kunden wird als zentraler Erfolgsfaktor für Unternehmen angesehen, die unter den gegebenen Rahmenbedingungen agieren müssen. Vor allem die veränderten Konsumentenbedürfnisse, insbesondere die Individualisierung des Konsums, hat zur Folge, daß eine Abkehr vom Massenmarketing hin zum abnehmerbezogenen Individualmarketing notwendig ist, das auf den Aufbau einer dauerhaften Geschäftsbeziehung abzielt. Offenkundig erhält die Kundenbindung als Marketingziel einen höheren Stellenwert. Diese strategische Neuorientierung schlägt sich u.a. in vielfältigen Aktivitäten zur Schaffung von Kundenclubs, der Implementierung von Beschwerdemanagement-Systemen oder der individuelleren Kommunikation mit Kunden im Wege eines Database-Marketing nieder. Gerade im Einzelhandel, der auf rezessive Marktsättigungserscheinungen reagieren muß, werden bestehende Kundenbeziehungen immer wertvoller. Vor diesem Hintergrund besteht die Aufgabe der vorliegenden Arbeit darin, kritisch zu untersuchen, welche Möglichkeiten und Instrumente im Einzelhandel existieren, die auf dauerhaften Konsumenten-Geschäftsbeziehungen beruhende Kundenbindung zu erhöhen. Dazu werden die in der Literatur behandelten K


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Product Details
  • ISBN-13: 9783867460781
  • Publisher: Examicus Publishing
  • Publisher Imprint: Examicus Publishing
  • Height: 210 mm
  • No of Pages: 100
  • Series Title: German
  • Weight: 140 gr
  • ISBN-10: 3867460787
  • Publisher Date: 27 Apr 2012
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm


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Möglichkeiten und Instrumente zur Erhöhung der Kundenbindung im Einzelhandel
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