Das Internet als Instrument zur Steigerung der Kundenzufriedenheit
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Inhaltsangabe: Einleitung: Um sich im Wettbewerb gegenüber der Konkurrenz zu behaupten, fokussieren viele Unternehmen ihre Strategie auf den Kunden. Neben der Gewinnung von Neukunden sehen viele Anbieter vor allem die Bindung bestehender Kunden an das eigene Unternehmen als Erfolgsfaktor. Verstärkt wird diese Sichtweise durch den Hintergrund, da es bis zu sechsmal teurer ist, einen neuen Kunden zu gewinnen, als bestehende Kunden zu umsorgen und damit die Loyalität zu stärken. Als Voraussetzung müssen dabei jedoch die Kundenerwartungen, bezogen auf die Unternehmensleistungen, zufriedenstellend erfüllt werden. Somit kommt der Kundenzufriedenheit im Hinblick auf die Kundenbindung eine besondere Bedeutung zu. In dieser Arbeit wird dabei die Frage betrachtet, welche Möglichkeiten das Internet bietet, um die Kundenzufriedenheit zu steigern. Gang der Untersuchung: Zufriedenheit bedeutet im Allgemeinen sich gut zu fühlen, mit seiner Umgebung einverstanden zu sein. Um das Konstrukt der Kundenzufriedenheit und seinen Auswirkungen auf das Kundenverhalten zu verstehen, bedarf es allerdings einer differenzierteren Betrachtung. In Kapitel 2.1 werden deshalb die Kunden-zufriedenheit und ihre Bestandteile genauer beleuchtet. Reicht Kundenzufriedenheit als Bedingung für die Kundenloyalität aus? Wie reagieren unzufriedene Kunden? Auf diese Fragen und die langfristige Bedeutung der Kundenzufriedenheit wird in Kapitel 2.2 eingegangen. Nachdem zunächst die Thematik der Kundenzufriedenheit erläutert wird, stellt sich daran die Frage, welchen Beitrag eine Unternehmenspräsenz im Internet zur Verbesserung der Anbieter-Kunden-Beziehung leisten kann. Um die einzelnen Möglichkeiten des Internets zu analysieren, bedarf es eines Instrumentariums das die Anbieter-Kunden-Beziehung phasengerecht darstellt. In dieser Arbeit wurde dafür der Customer Buying Cycle gewählt (Kapitel 3.1). In den anschlie enden Unterpunkten wird die Bedeutung der Individualisierung und der Einsatz von Informationstech
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