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Zusammenhang zwischen Involvement und Kundenzufriedenheit: Eine kausalanalytische Untersuchung

Zusammenhang zwischen Involvement und Kundenzufriedenheit: Eine kausalanalytische Untersuchung

          
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About the Book

Inhaltsangabe: Problemstellung: Unternehmen sind stets bestrebt, die Kundenzufriedenheit und die Loyalität der Konsumenten zu steigern. Typische Wege hierzu sind eine Verbesserung des Preis-Leistungs-Verhältnisses und der Qualität oder auch Innovationen sowie neue Produkte im allgemeinen. Doch was sollen Unternehmen machen, wenn diese Wege an ihre Grenzen stoßen? Einen neuen Ansatzpunkt stellt hier das Involvement der Konsumenten dar, denn gerade heutzutage angesichts einer Wandlung zur Lifestyle-Gesellschaft erreicht man Kundenzufriedenheit und Loyalität insbesondere durch Schaffung von Begeisterung für ein Produkt, durch Steigerung der Wichtigkeit eines Produktes für eine Person sowie durch die emotionale Bindung der Konsumenten. Dieser Zusammenhang zwischen Involvement, Kundenzufriedenheit und Loyalität wird in dieser Arbeit näher untersucht. Dabei wird zunächst auf den neuesten Stand der Forschung bezüglich der Konstrukte Involvement und Kundenzufriedenheit eingegangen, wobei die Ausführungen zur Messung der Konstrukte einen weiten Raum einnehmen. Aufgrund ihrer hohen Relevanz für den Unternehmenserfolg wird die Loyalität als weiteres Konstrukt in die Untersuchung miteinbezogen. Es werden Hypothesen über die Zusammenhänge zwischen den Konstrukten aufgestellt und anschließend in einer umfassenden kausalanalytischen Untersuchung überprüft. Dabei erleichtert ein gesonderter Abschnitt den Einstieg in die Anwendung der Kausalanalyse. Die Arbeit schließt mit ausführlichen Implikationen für das Marketing-Management zur Umsetzung der erzielten Ergebnisse. Inhaltsverzeichnis: Inhaltsverzeichnis: 1.Einführung in Thematik und Aufbau der Arbeit1 2.Involvement und Kundenzufriedenheit4 2.1Involvement4 2.1.1Zum Begriff des Involvement4 2.1.2Arten von Involvement6 2.1.3Involvement und Informationsverarbeitung10 2.1.3.1Das Elaboration Likelihood Model von Petty/Cacioppo11 2.1.3.2Weitere Modelle der Informationsverarbeitung15 2.1.3.3Informationsverarbeitung, Involvem


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Product Details
  • ISBN-13: 9783838619545
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 182 gr
  • ISBN-10: 3838619544
  • Publisher Date: 08 Dec 1999
  • Height: 210 mm
  • No of Pages: 132
  • Series Title: German
  • Sub Title: Eine kausalanalytische Untersuchung
  • Width: 148 mm


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