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Key-Account-Lifetime-Value-Modelle im Strategischen Kundencontrolling by Oehl, Stefanie

Key-Account-Lifetime-Value-Modelle im Strategischen Kundencontrolling

by Stefanie Oehl
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Book cover type: Paperback
  • ISBN13: 9783640438556
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 68
  • Original Price: USD 60.5
  • Language: German
  • Edition: 3. Auflage
  • Item Weight: 100 grams
  • BISAC Subject(s): Management

Diplomarbeit aus dem Jahr 2009 im Fachbereich BWL - Controlling, Note: 2,3, Martin-Luther-Universität Halle-Wittenberg, Sprache: Deutsch, Abstract: Der Aufbau und die Pflege einer langfristigen Geschäftsbeziehung setzt in aller Regel ein hohes Ma an persönlicher und finanzieller Bereitschaft aller Beteiligten voraus. Ob sich dieser Einsatz lohnt, erkennt man aber meist erst bei der Betrachtung über einen längeren Zeitraum hinweg und erfordert demzufolge Berechnungsmethoden, bei denen dieser Aspekt berücksichtigt wird. In diesem Zusammenhang findet die CLV-Berechnung ihre Anwendung. Obwohl diese Methode von vielen Unternehmen als relativ sinnvoll angesehen wird, erfolgt ihr Einsatz mit nur knapp fünf Prozent. Ein Grund hierfür kann in der mangelnden Anzahl praktikabler Berechnungsmethode gesehen werden. Aber auch der hohe Informationsbedarf an Kundendaten und die damit verbunden hohen Kosten können Gründe für die geringe Anwendung in der Praxis sein. Bei Key Accounts verfügt das Unternehmen, aufgrund der engen Bindung, in der Regel auch über einen höheren Bestand an Kundendaten, was die CLV-Berechnung für diese Art von Kunden deutlich interessanter macht, als die für Durchschnittskunden. Unter diesem Gesichtspunkt ergeben sich für die vorliegende Arbeit folgende Fragestellungen: Welche Bedeutung kommt der CLV-Berechnung bei der Bewertung von Key Accounts zu? Lohnt sich im Sinne der Kosten/Nutzen-Relation der Einsatz der CLV-Berechnung auch für den Durchschnittskunden?

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