Kundennähe in Dienstleistungsunternehmen: Empirische Analyse Von Banken

Name: Kundennähe in Dienstleistungsunternehmen: Empirische Analyse Von Banken
Brand: Deutscher Universitatsverlag
SKU: 9783824461431
Price: 3776.0 INR
Availability: InStock

by Georg Zollner

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ISBN13: 9783824461431
Binding: Paperback
Subject: N/A
Publisher: Deutscher Universitatsverlag
Publisher Imprint: Deutscher Universitatsverlag
Publication Date: March 15, 1995
Pages: 260
Original Price: EUR 51.39
Language: German
Edition: 1995
Item Weight: 341 grams
BISAC Subject(s): Marketing / General

About The Book

Geleitwort Sowohl die Wissenschaft als auch die betriebliche Praxis messen dem Streben nach gr6J3erer Kundennahe eine hohe strategische Bedeutung zu. Ein Mangel der aktuellen Auseinandersetzung mit diesem Erfolgsfaktor ist die Tatsache, daB die Meinungen damber, was Kundennahe ist, welchen Stellenwert sie besitzt und mit welchen MaBnahmen sie zu erreichen ist, betrachtlich auseinandergehen. An diesem Punkt setzt der Verfasser der vorliegenden Arbeit an. Zentrales Anliegen der theoretischen Uberiegungen ist es, den vorwiegend in der Alltags- sprache gepragten Begriff Kundennahe in die Fachsprache zu tiberfuhren. Hierzu wird eine umfassende Analyse der bestehenden Begriffsverstandnisse vorge- nommen und daraus eine realitatsbezogene und praktikable Definition abgeleitet. In einem weiteren Schritt wird der Begriff Kundennahe speziell fur Dienstleistungs- untemehmen operationalisiert und damit der Messung zuganglich gemacht. Die Relevanz von Kundennahe fur den Erfolg eines Untemehmens wird am Beispiel des Privatkundengeschiifts einer GroJ3bank untersucht. Das Ergebnis der empirischen Studie zeigt, daB von der Kundennahe erhebliche EflIzienzwirkungen ausgehen. Kundennahe erkliirt sowohl das Ktindigungsverhalten von Bankkunden als auch Unterschiede in deren Zufriedenheitsbeurteilungen. 1m einzelnen identifiziert der Verfasser konkrete MaBnahmen, zur Verbesserung der Kunden- bindung. Die in der Untersuchung angewandte Methodik belegt, daB die Analyse "kritischer Ereignisse" ein vielversprechendes Verfahren zur Qualitatsmessung von Dienstleistungen darstellt. Mit dieser Arbeit ist die theoretische Diskussion tiber den Erfolgsfaktor Kunden- nahe einen deutlichen Schritt vorangekommen. Daneben bietet die Arbeit wertvolle Anregungen fur die Dienstleistungspraxis, auf welche Weise Kundenbindungen wirksam intensiviert werden k6nnen. Eberhard Witte VORWORT IX Vorwort Die vorliegende Arbeit entstand wahrend meiner Zeit als Assistent arn Institut fur Organisation der Ludwig-Maximilians-Universitat Miinchen.

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