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Zusammenhang von Kundenloyalität und Customer Share: Eine empirische Analyse

Zusammenhang von Kundenloyalität und Customer Share: Eine empirische Analyse

          
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About the Book

Diplomarbeit aus dem Jahr 2006 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: gut (2,0), Universität Paderborn, Sprache: Deutsch, Abstract: Nach der Erläuterung der Problemstellung in Kapitel 1.1, wird im zweiten Teil der Arbeit eine theoretische Grundlage zu den Begriffen Kundenloyalität und Customer Share erarbeitet. Dafür werden die Begrifflichkeiten definiert sowie damit verbundene und für diese Arbeit relevante Themengebiete behandelt. Im Zuge dessen soll deutlich werden, welche Auswirkung auf den Customer Share durch eine empfundene Loyalität gegenüber einem Lieferanten zu erwarten ist. Der im theoretischen Teil erläuterte und erwartete Wirkungszusammenhang wird im dritten Teil dieser Arbeit empirisch überprüft. Insbesondere die Berechnung des Customer Share kann dabei als problematisch angesehen werden, da für dessen genaue Berechnung Informationen über den Gesamtbedarf eines Kunden benötigt werden. Diese Problematik soll umgangen werden, indem ein Unternehmen aus der Sicht des Einkaufs analysiert wird. Auf diese Weise lassen sich der Gesamtbedarf einer Unternehmung und die jeweiligen Anteile der Zulieferer exakt bestimmen. Um die Loyalität der Kunden zu bestimmen, müssen vorerst alle die Lieferanten identifiziert werden, die in die Berechnung des Customer Share einbezogen werden. Aus diesem Grund wird im empirischen dritten Teil vor der Analyse der Kundenloyalität die Berechnung des Customer Share vorgenommen. Das betrachtete einkaufende Unternehmen wird mit Hilfe eines standardisierten Fragebogens hinsichtlich der empfundenen Loyalität gegenüber den Lieferanten befragt. Die anschließend notwendige Gütebeurteilung dieser Messung, sowie die Analyse des Wirkungszusammenhangs mittels der Regressionanalyse werden ebenfalls in Teil drei behandelt. Während im vierten Teil eine vorwiegend statistisch geprägte Bewertung der Ergebnisse vorgenommen wird, folgt im abschließenden fünften Teil die Bewertung der Ergebnisse unter Berücksichtigung der i


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Product Details
  • ISBN-13: 9783640449996
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 98
  • Series Title: German
  • Sub Title: Eine empirische Analyse
  • Width: 148 mm
  • ISBN-10: 3640449991
  • Publisher Date: 20 Oct 2009
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 136 gr


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