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Die Eignung unterschiedlicher Preisstrategien zur Kundenbindung im Automobilhandel by Näser, Stephan

Die Eignung unterschiedlicher Preisstrategien zur Kundenbindung im Automobilhandel

by Stephan Näser
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Book cover type: Paperback
  • ISBN13: 9783838607108
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Publication Date:
  • Pages: 68
  • Original Price: GBP 49.9
  • Language: German
  • Edition: N/A
  • Item Weight: 100 grams
  • BISAC Subject(s): Marketing / General

Inhaltsangabe: Einleitung: Obwohl Kundenbindung von zahlreichen Grö en abhängt und nicht zwangsläufig den Geschäftserfolg garantiert, mu dennoch zunächst herausgestellt werden, welches der stärkste Einflu auf Kundenbindung ist. Kundenzufriedenheit hat allgemein den höchsten Effekt auf Kundenbindung, jedoch herrschen gerade in der Nachfrage nach Automobilen besondere Abhängigkeiten mit weiteren Grö en, wie z.B. Wechselbarrieren, vor. Gang der Untersuchung: Nachdem besonders die Bedeutung des Preises für Qualitätsurteile und im Rahmen weiterer Attribute des Kaufentscheidungsprozesses gezeigt wird, werden Preisurteile und Nutzenvorstellungen des (Auto-) Käufers analysiert. In die Arbeit flie t nicht nur die Situation im Neuwagengeschäft, sondern auch die in Reparatur und Kundendienst mit ein. Letztere beiden Bereiche sind für die Bildung der Kundenzufriedenheit (heutzutage) noch bedeutsamer. Anhand des "PROSAT" - (PROfit through SATisfaction) Modells wird erarbeitet, welche Schlüsselgrö en als Haupteinflu kräfte auf die Zufriedenheit wirken und welche Rolle hier dem Preis zukommt. Der Hauptteil der Arbeit (3) stellt die verschiedenen Preisstrategien vor und leitet einzelne Erfolgsgrö en ab. Neben Niedrig- und Hochpreisstrategie wird aufgezeigt, da die Relationship Pricing-Strategie für den Autohandel gro e Kundenbindungsmöglichkeiten beinhaltet. Für die Beurteilung des Einflusses von Preisstrategien wird weiterhin eine Unterscheidung in Kundentypen sowie (4) unterschiedliche Arbeitsarten getroffen. Das Kundenpotential lä t sich z.B. in preissensible (z.B. Do-it-yourself-Interessierte) und -unempfindliche (z.B. Sicherheitsorientierte) Abnehmer unterteilen. Diese Kunden reagieren gerade im Hinblick auf den Preis sehr unterschiedlich. Anhand der Preisdifferenzierungsstrategie wird aufgezeigt, wie Bonus-Preise und Preisbündelung diese verschiedenen Käufer beeinflussen können. Weiterhin wird gezeigt, ob neben Gewinnvorteilen auch ein Effekt auf die Kundenzufriedenhe

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