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Ansätze zur Messung der Kundenzufriedenheit. Objektives und subjektives Verfahren by Strutz, Geraldine

Ansätze zur Messung der Kundenzufriedenheit. Objektives und subjektives Verfahren

by Geraldine Strutz
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Book cover type: Paperback
  • ISBN13: 9783656715573
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 44
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 68 grams
  • BISAC Subject(s): Marketing / General

Akademische Arbeit aus dem Jahr 2006 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Sprache: Deutsch, Abstract: Diese Arbeit beschreibt neben dem eigentlichen Konstrukt der Kundenzufriedenheit auch deren Bedeutung. Es wird unter anderem aufgezeigt, dass eine Vernachlässigung von Kundenzufriedenheit schwerwiegende Folgen nach sich ziehen kann. Aus diesem Grund setzen sich immer mehr kundenorientierte Unternehmen die Kundenzufriedenheit als ein strategisches Ziel. Informationen über Zufriedenheit dienen unternehmerischen Entscheidungen; Ursachen für Unzufriedenheit sind ein wesentlicher Wegweiser für unternehmerisches Handeln (Lernfunktion). Das sind zwei bedeutsame Argumente, derentwegen ein Unternehmen in regelmä igen Abständen der Messung von Kundenzufriedenheit nachgehen sollte. Kundenzufriedenheitsmessungen und gleichzeitige Beobachtungen des Wettbewerbs gewähren einen Einblick in die langfristige Leistungsfähigkeit des Betriebes und die Wettbewerbsvor- und -nachteile. Darüber hinaus erhält die Unternehmung Aufschluss zur Anpassung der eigenen Leistungen. Ähnlich der Definition der "Kundenzufriedenheit" sind auch bei deren Messung verschiedene Ansätze zu finden. In der Vergangenheit haben sich je nach Anwendung unterschiedliche Ansätze zur Messung der Kundenzufriedenheit mit unterschiedlichen Werten, z. B. Qualität der Information und/oder Komplexität, herauskristallisiert. Die Einteilung von McNeal (1969) wurde von Andreasen (1982) weiterentwickelt. Dieser Ansatz von Andreasen stellt eine Kontrastierung von objektiven und subjektiven Verfahren dar und konnte sich somit in der Literatur durchsetzen. Abbildung eins zeigt eine derartige Unterteilung in Anlehnung an den Autor. Aus dem Inhalt: - Objektives Verfahren: Silent-Shopper-methode, Kennzahlenmethode, - Subjektives Verfahren: Ereignisorientierte, problemorientierte und merkmalsorientierte Verfahren

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