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Operationalisierung (Meßbarmachung) der Konsumentenzufriedenheit im Konsumgüterbereich

Operationalisierung (Meßbarmachung) der Konsumentenzufriedenheit im Konsumgüterbereich

          
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About the Book

Inhaltsangabe: Einleitung: Zufriedenheit von Kunden ist ein Schlüsselfaktor für den Erfolg von Unternehmen in Käufermärkten. Sie dient der Erklärung des Wiederkaufverhaltens sowie der Marken- und Geschäftstreue. Unzufriedenheit auf der anderen Seite wird als Auslöser des Beschwerdeverhaltens gesehen. Diese Tatsache hat dazu geführt, daß sich die Wissenschaft und zunehmend auch die Unternehmen verstärkt mit der Konsumentenzufriedenheit (engl.: Consumer satisfaction) befassen. Der Anstoß erfolgte jedoch von der Kundenseite. Anfang der 70er Jahre bildete sich in den Vereinigten Staaten eine privat organisierte Verbraucherbewegung, die als Konsumerismusbewegung in die Literatur einging. Diese war mit der Marktleistung der Unternehmen unzufrieden und rückte die Verbraucherprobleme in den Mittelpunkt der Diskussion. Um besonders schwerwiegende Mißstände zu beseitigen, wurden u.a. auch konsumentenfreundlichere Gesetze erzwungen. Ein weiterer Grund für die verstärkte Beachtung der CS ist der generelle Wandel von Verkäufer- zu Käufermärkten. Viele Märkte befinden sich heute in Sättigungsphasen ohne nennenswertes Marktwachstum. Bei vielen Gütern des Konsumgüterbereichs erfolgte eine weitgehende Angleichung in Qualität und Funktion. Eine stärkere Hinwendung der Unternehmen zum Kunden ist daher dringend erforderlich, und bereits vorhandene Kunden werden zukünftig für die Unternehmen immer wertvoller. Bis heute haben sich verschiedene Disziplinen mit der CS befaßt: Die Soziologie bzw. Sozialpsychologie, die Psychologie, die Mikroökonomie und letztendlich, und dies ist der Ausgangspunkt dieser Arbeit, die Marketingtheorie. Trotz ihrer unterschiedlichen theoretischen Ansätze liegt ihnen ein gemeinsames Problem zugrunde: Die grundsätzliche Schwierigkeit des Operationalisierungsprozesses. Diese liegt darin begründet, daß die theoretische Sprache keinen direkten Bezug zur empirischen, die Realität wiedergebende Sprache besitzt und dieser sich auch nicht logisch zwingend herstellen


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Product Details
  • ISBN-13: 9783838635545
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 383863554X
  • Publisher Date: 03 May 2001
  • Height: 210 mm
  • No of Pages: 104
  • Series Title: German
  • Weight: 149 gr


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