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Kundenzufriedenheit als unternehmerische Zielgröße by Britze, Christian

Kundenzufriedenheit als unternehmerische Zielgröße

by Christian Britze
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Book cover type: Paperback
  • ISBN13: 9783638675468
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 38
  • Original Price: USD 25.5
  • Language: German
  • Edition: 3. Auflage
  • Item Weight: 64 grams
  • BISAC Subject(s): Industrial & Organizational Psychology

Studienarbeit aus dem Jahr 2007 im Fachbereich Psychologie - Arbeit, Betrieb, Organisation und Wirtschaft, Note: 1,3, Freie Universität Berlin (Fachbereich Erziehungswissenschaft und Psychologie), Sprache: Deutsch, Abstract: Zunehmende Internationalisierung, stagnierende bzw. schrumpfende Märkte, immer kürzere Produktlebenszyklen bei gleichzeitig wachsender Produktkomplexität und ein hohes Anspruchsdenken der Konsumenten sind heute vielerorts die Kennzeichen des Wettbewerbs. Güter und Dienstleistungen sind austauschbar geworden, und der Wechsel zwischen Unternehmen bzw. Marken stellt für den Kunden kein gro es Risiko mehr dar. Diese Intensivierung des Wettbewerbs sowie technologische Veränderung, wie zum Beispiel die Weiterentwicklung der Informationstechnologie, begründen die gro e Bedeutung der Kundenzufriedenheit in Theorie und Praxis. Viele Unternehmen betrachten Kundenzufriedenheit als wesentliche unternehmerische Zielgrö e und investieren beträchtliche Ressourcen in Programme zu ihrer Steigerung. Parallel vollzieht sich eine rege wissenschaftliche Diskussion, in der Kundenzufriedenheit aus verschiedensten Blickwinkeln beleuchtet wird (Homburg 2006). Die hohe, ihr beigemessene Bedeutung ist Ausdruck eines Paradigmenwechsels weg vom transaktionsorientierten, hin zum beziehungsorientierten Marketing. Kundenzufriedenheit bildet die Ausgangsbasis bzw. die Grundlage für Kundenbindung (Yi 1991). Nur Unternehmen, denen es gelingt, ihre Leistungen den Vorstellungen und Erwartungen ihrer Kunden anzupassen bzw. diese zu übertreffen, sind in der Lage, einen stabilen Kundenstamm aufzubauen, der die Vorraussetzung für wirtschaftlichen Erfolg und ein langfristiges Wachstum bildet (vgl. Huber et al. 2006). Ziel dieser Arbeit ist es, nach einer kurzen Beschreibung der historischen Entwicklung der Kundenzufriedenheitsforschung und einer Begriffsbestimmung einen Überblick über die wesentlichen Entstehungsmechanismen und Auswirkungen von Kundenzufriedenheit zu geben. Dies gesc

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