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Der Dienst am Kunden: Strategie und Realisation von Kundenorientierung im Dienstleistungsunternehmen by Salbach, Katrin

Der Dienst am Kunden: Strategie und Realisation von Kundenorientierung im Dienstleistungsunternehmen

by Katrin Salbach
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Book cover type: Paperback
  • ISBN13: 9783838613536
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Publication Date:
  • Pages: 96
  • Original Price: GBP 62.9
  • Language: German
  • Edition: N/A
  • Item Weight: 137 grams
  • BISAC Subject(s): Marketing / General

Inhaltsangabe: Zusammenfassung: Der wirtschaftliche Wandel und schärfere Wettbewerb erschweren den Unternehmen, langfristige Markterfolge zu erzielen. So werden bisherige Massenmärkte in einzelne Segmente unterteilt. Ursächlich ist die Fragmentierung der Nachfrage, bedingt durch die Forderung der Kunden nach individuell zugeschnittenen Produkten und Dienstleistungen. Neue Entwicklungen, insbesondere in der Informationstechnologie, ermöglichen den Anbietern, die Vorlieben und Anforderungen ihrer Kunden festzuhalten. Andererseits können potentielle Nachfrager auch auf mehr Informationen zurückgreifen. Die rasante technologische Entwicklung verkürzt die Lebensdauer von Produkten und Dienstleistungen, beschleunigt aber auch ihre Verbreitung und Verfügbarkeit. Des weiteren führt die Erweiterung des europäischen Marktes durch Aufnahme neuer Mitgliedsstaaten zu einer Forcierung des Wettbewerbs. Diese und weitere Veränderungen bewirken, da Unternehmen ihre bisherige Strategie überdenken und evtl. radikal ändern müssen. Kundenorientierung ist die entscheidende Voraussetzung für die Identifizierung und Realisierung von Wettbewerbsvorteilen. Ihr Ziel ist die Herstellung von Kundenzufriedenheit. Allerdings zeigt die Praxis, da nur wenige Unternehmen wirklich auf die Kundenwünsche ausgerichtet sind: Nur knapp ein Viertel hat nach eigenen Angaben "sehr zufriedene Kunden"- Das mangelhafte Kundendenken ist intern verhaftet: Vier von zehn Mitarbeitern sehen nicht die Bedeutung zufriedener Kunden für ihren Arbeitsplatz. Kundenorientierung beschränkt sich auf den Service, ohne Berücksichtigung aller Wertschöpfungsstufen und Abteilungen. Daran zeigen sich die zu pauschalen Vorstellungen der Unternehmen über Kundenorientierung. Um diesem Defizit entgegenzuwirken, erläutert diese Arbeit, was darunter zu verstehen ist. Die Verfasserin beschränkt sich dabei auf den Dienstleistungssektor, der aufgrund seines enormen Wachstums in den letzten Jahren für die hochentwickelten Länder von g

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