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Potentiale und Grenzen von Internetportalen als Beitrag für das Customer Relationship Management (CRM)

Potentiale und Grenzen von Internetportalen als Beitrag für das Customer Relationship Management (CRM)

          
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About the Book

Studienarbeit aus dem Jahr 2004 im Fachbereich BWL - Customer-Relationship-Management, CRM, Note: 2,0, Fachhochschule Koblenz - Standort RheinAhrCampus Remagen, Veranstaltung: E-Commerce im Handel, Sprache: Deutsch, Abstract: Viele deutsche Unternehmen verlieren nach eigener Ansicht die Fähigkeit, Kunden an sich zu binden. Die verbesserten Informationsmöglichkeiten durch die neuen Medien und eine damit verbundene steigende Markttransparenz führen zu einer Abnahme der Kundenloyalität. Es war nie so einfach für den Kunden sich über Konkurrenzprodukte und Preise zu informieren und diese Produkte dann auch direkt zu kaufen. Durch die Informationsflut im Internet verliert eine individuelle Beratung bei vielen Produkten an Bedeutung und viele bisherige Stammkunden bestellen nun ihre Ware immer häufiger zu einem meist besseren Preis im Internet anstatt diese im örtlichen Fachhandel zu beziehen. Der Kunde kauft nun nicht immer nur treu bei einem Händler seine Waren, sondern er sucht vor jedem Kauf mit wenig Aufwand den besten Preis oder den besten Service zu dem jeweiligen Produkt bei einer Vielzahl von Anbietern. Aus diesen Gründen gewinnt auch das Kundenbindungsmanagement, das Customer Relationship Management, im Internet an Bedeutung. Es zielt darauf ab, Informationen über die Kunden zu sammeln, den Kunden zusätzlichen Service und Nutzen zu bieten, ihn vor, während und nach dem Kauf zu unterstützen, dadurch den Kunden längerfristig an das Unternehmen zu binden und durch Mehrfachkäufe die Kosten der teuren Neukundengewinnung zu decken. Dabei kann das Internet als einziger Absatzweg genutzt werden, den stationären Handel durch Multi-Channel-Strategien wie einem Onlineshop ergänzen oder durch ein Zusatzangebot an Informationen und Service das Internet nur als weitere Möglichkeit zum Kundenbindungsmanagement nutzen.


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Product Details
  • ISBN-13: 9783638652070
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3638652076
  • Publisher Date: 16 Jul 2007
  • Height: 210 mm
  • No of Pages: 72
  • Series Title: German
  • Weight: 104 gr


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