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Kundenbindung im E-Commerce by Böhme, Markus

Kundenbindung im E-Commerce

by Markus Böhme
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Book cover type: Paperback
  • ISBN13: 9783656674627
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 36
  • Original Price: GBP 29.9
  • Language: German
  • Edition: N/A
  • Item Weight: 59 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2006 im Fachbereich BWL - Offline-Marketing und Online-Marketing, FH Joanneum Graz, Sprache: Deutsch, Abstract: Internetfirmen und Onlineshops sprie en massenweise aus dem Boden - nur um wenige Monate oder Jahre später wieder zu verschwinden. Elektronische Märkte sind äu erst schwierig zu dominieren, obwohl sie auch für Unternehmer viele Vorteile bieten, wie später gezeigt wird. Kundenbindung in der Internetökonomie zu erreichenn ist mehr als nur eine Herausforderung, da die Anbieter gegenüber Wechselabsichten der Kunden überdurchschnittlich anfällig sind. Die Wechselbarrieren für den Kunden sinken nahezu gegen null, das Informationsangebot im Internet ist gigantisch und die Konkurrenz eines Anbieters ist "immer nur einen Mausklick entfernt". Dies zeigt, dass die für das langfristige Überleben eines New Economy Unternehmens benötigte Kundenbindung nicht ohne Weiteres erreichbar ist. Was kann ein Anbieter jedoch abseits von menschlichen Beziehungen und geographischer Nähe, die beide wesentliche Faktoren der Old Economy sind, unternehmen, um seine Kunden an sich zu binden? Wie kann ein Unternehmen es schaffen, trotz der Kopierbarkeit von Angeboten und Dienstleistungen, welche die Alternativenverfügbarkeit im Internet zusätzlich verstärkt, seine Kunden für mehr als nur eine einmalige Transaktion zu halten? Diese Fragestellungen bilden die Grundproblemstellung, die die vorliegende Arbeit analysiert.

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