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Kundenbindung durch Servicemanagement: Kritische Analyse anhand ausgewählter Dienstleistungsunternehmen by Uzun, Melike

Kundenbindung durch Servicemanagement: Kritische Analyse anhand ausgewählter Dienstleistungsunternehmen

by Melike Uzun
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Book cover type: Paperback
  • ISBN13: 9783656632627
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 28
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 50 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2014 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Westfälische Hochschule Gelsenkirchen, Bocholt, Recklinghausen, Veranstaltung: Kundenmanagement, Sprache: Deutsch, Abstract: Heute ist die Bedeutung von Services allen Unternehmen bewusst. Neben einer hohen Produktqualität zeigen kreative Serviceideen Potential zur Kundenbindung, zur Kundengewinnung sowie zur Umsatzsteigerung. Service bestimmt derzeit den Markterfolg und führt zur Verbesserung des Images und zur Erfüllung von bestimmten Marktbedürfnissen. Die einseitige Konzentration der Unternehmen auf die Produktvermarktung ist in der heutigen Zeit wenig Erfolg versprechend. Erfolgreich sind Unternehmen, die Service als selbstverständlich und Grundmaxime betrachten. Ziel dieser Ausarbeitung ist es, dem Leser das Thema Kundenbindung durch Servicemanagement verständlich darzulegen. Kapitel eins bildet die Grundlage und veranschaulicht die Begriffsdefinition von Service. Des Weiteren werden die psychologischen und ökonomischen Ziele von Servicemanagement vorgestellt und die Servicemerkmale thematisiert. In Kapitel zwei werden Gestaltungsmöglichkeiten von Services nach den Kundenerwartungen, der Art der Leistung und dem Zeitpunkt vorgestellt. Kapitel drei beschäftigt sich mit der Vorgehensweise zur Einführung von Services. Hierbei geht es um die Frage, ob diese angeboten werden sollen und wenn ja, welche, wem und wie? Eine weitere Frage ist, wie das interne Management aufgebaut werden soll. Im Anschluss daran wird in Kapitel vier ein Fazit gezogen.

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