Bonusprogramme in der Praxis
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Inhaltsangabe: Zusammenfassung: Ziel der Arbeit ist es, Bonusprogramme in Deutschland zu analysieren. Im Rahmen der Arbeit wird die Relevanz des Beziehungsmarketing für den Erfolg einer Unternehmung deutlich. Zur Realisierung des zentralen Marketingziels Kundenbindung stehen eine Vielzahl von Instrumenten zur Verfügung. Bonusprogramme stellen ein Kundenbindungsinstrument dar. Das primäre Leistungsmerkmal eines Bonusprogramms im Vergleich zu anderen Ma nahmen wie Kundenclubs und Kundenkarten ist der nachträglich gewährte Rabatt. Zudem verkörpern Bonusprogramme verschiedene Elemente des Marketing-Mix. Die Rahmenbedingungen, die zu einem starken Anstieg von Bonusprogrammen in den letzten Jahren geführt haben, resultieren aus dem rechtlichen, nachfragerbezogenen und konkurrenzbezogenen Unternehmensumfeld. Einen Impuls gab die Abschaffung des Rabattgesetzes und der Zugabeverordnung im Jahre 2001. Zudem hat das unbeständige Kaufverhalten der Konsumenten und der Wettbewerbsdruck unter der Konkurrenz zur Entwicklung von Bonusprogrammen geführt. Bei der Betrachtung der Eigenschaften von Bonusprogrammen haben sich fünf Gestaltungsmerkmale herauskristallisiert, die jeweils bezeichnende Eigenschaftsmerkmale subsumieren. Die Struktur der Charakteristika von Bonusprogrammen fungiert als theoretische Basis für die empirische Analyse. Bei der empirischen Untersuchung der Bonusprogramme in Deutschland dienen die Eigenschaften der Gestaltungsmerkmale als zu analysierende Variablen. Der Rabatt als primäres Leistungsmerkmal von Bonusprogrammen stellt sich nicht als der wichtigste Anreizfaktor heraus. Vielmehr steht das Privileg von Teilnehmern, Zusatzleistungen zu erhalten, im Mittelpunkt. Weitere Analysen zeigen, dass eine trennscharfe Typologisierung der Bonusprogramme anhand der Eigenschaften nicht erkennbar ist. Allerdings ist die Branchenzugehörigkeit des Programmanbieters ein kennzeichnendes Merkmal der einzelnen Cluster zu identifizieren. Innerhalb einer Branche sind Bonuspro
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