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Ziele, Ansätze und Probleme von Kundenkarten und Kundenclubs als Instrumente der Kundenbindung

Ziele, Ansätze und Probleme von Kundenkarten und Kundenclubs als Instrumente der Kundenbindung

          
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About the Book

Inhaltsangabe: Problemstellung: In den letzten Jahren haben sich die Rahmenbedingungen für Unternehmen tendenziell geändert. Verdrängungswettbewerb und steigender Kosten- und Ertragsdruck aufgrund gesättigter Märkte, des Technologiewandels, austauschbarer Leistungen und Produkte sowie des Wertewandels der Gesellschaft machen es den Unternehmen immer schwerer, sich am Markt zu etablieren. Um dem zu begegnen, ist eine strategische Neuausrichtung vom Massenmarketing hin zu einer individuellen Kundenorientierung erforderlich. Auf diese Weise sollen Neukunden akquiriert und vor allem bestehende Kunden möglichst langfristig an Unternehmen gebunden werden. In diesem Rahmen werden zunehmend die Kundenbindungsinstrumente Kundenkarte und Kundenclub eingesetzt. Gang der Untersuchung: Diese Arbeit zeigt mögliche Ziele, Ansätze und Probleme dieser Instrumente auf und versucht deren Wirkung auf die Kundenbindung darzustellen. Dazu werden zunächst in Kapitel 2 die Grundlagen der Kundenbindung vorgestellt. Neben deren Definition und Eingliederung in das Zielsystem eines Unternehmens, erfolgt eine Darstellung möglicher Bindungsformen sowie des Zusammenhangs zwischen Kundenbindung und Kundenzufriedenheit, die die Grundlage für den Aufbau und Erhalt von langfristigen Kundenbeziehungen bildet. Mit Hilfe des anschließend aufgezeigten Database-Marketings soll eine individuellere Kundenkommunikation möglich werden. Abschließend werden Messschwierigkeiten und allgemeine Probleme der Kundenbindung erörtert. Das Kapitel 3 als Hauptteil stellt die beiden Bindungsmaßnahmen Kundenkarte und Kundenclub näher vor. Dabei werden deren Entwicklung, Begriffe ebenso wie Zielsetzungen und Zielgruppen herausgestellt. Die Merkmale der Instrumente zeigen schließlich spezifische Gestaltungswege auf, mit denen die Kundenbindungswirkung unterstützt werden soll. Damit Erfolge verzeichnet werden können, ist eine effektive Organisation genauso wichtig wie ein effizientes Finanzierungskonzept, deren mögl


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Product Details
  • ISBN-13: 9783838664194
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3838664191
  • Publisher Date: 13 Feb 2003
  • Height: 210 mm
  • No of Pages: 118
  • Series Title: German
  • Weight: 168 gr


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