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Fokussierung der CRM-Aktivitäten auf Kundenzufriedenheit und Kundenbindung by Anonymous

Fokussierung der CRM-Aktivitäten auf Kundenzufriedenheit und Kundenbindung

by Anonymous
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Book cover type: Paperback
  • ISBN13: 9783346464095
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 22
  • Original Price: USD 22.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 41 grams
  • BISAC Subject(s): Communication Studies

Essay aus dem Jahr 2020 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,7, FOM Hochschule für Oekonomie und Management gemeinnützige GmbH, Hochschulstudienzentrum Hamburg, Sprache: Deutsch, Abstract: Das Ziel der Arbeit konzentriert sich darauf, einen Überblick über die Begrifflichkeiten, der Bedeutung des CRM für Unternehmen und Zusammenhänge der Kundenzufriedenheit und Kundenbindung zu verschaffen. Nachdem einleitend kurz die aktuelle Situation am Markt und die daraus entstehende derzeitige Problemstellung aufgezeigt wurden, geht es nun um die Begriffsabstimmungen der entscheidenden Beziehungskonstrukte und das Aufweisen von möglichen CRM-Aktivitäten. Daraufhin wird der Fokus auf die Notwendigkeit von CRM gelegt und anschlie end diskutiert. Angesto en durch die Umweltfaktoren hat sich das Marketingverständnis zahlreicher Unternehmen einer Veränderung vom Transaktionsmarketing zu einer beziehungsorientierten Betrachtungsweise vollzogen, bei welcher die Geschäftsbeziehung zwischen Kunde und Unternehmen im Mittelpunkt steht. Aufgrund dieser Neuorientierung wurde der Begriff Customer Relationship Management geprägt. Ein bedeutender Aspekt für jene Änderung ist die Einsicht, dass anhand von langfristiger Kundenbindung der wirtschaftliche Erfolg eines Unternehmens erheblich gesteigert werden kann, da die Gewinnung eines Neukunden nicht selten um ein Vielfaches kostenintensiver ist, als die Befriedigung eines bereits bestehenden Kunden.

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