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Kundenzufriedenheit Klipp & Klar by Alexander Magerhans

Kundenzufriedenheit Klipp & Klar

by Alexander Magerhans , Jan-Frederik Engelhardt
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Book cover type: Paperback
  • ISBN13: 9783658384951
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Publication Date:
  • Pages: 192
  • Original Price: EUR 18.48
  • Language: German
  • Edition: 1. Aufl. 2023
  • Item Weight: 368 grams
  • BISAC Subject(s): Customer Relations

Zuk�nftig werden nur diejenigen Unternehmen �berleben, denen es gelingt, ihre Kunden dauerhaft zu begeistern. Insbesondere Mitarbeiter im direkten Kundenkontakt sind als Botschafter des Unternehmens gefordert, in einen proaktiven Dialog mit ihren Kunden einzutreten. Nur wenn die Kunden zufrieden sind, werden sie wiederkommen, neue Produkte des Unternehmens ausprobieren und positiv im Freundes- und Bekanntenkreis �ber das Unternehmen sprechen. Gerade diese Mund-zu-Mund-Kommunikation wird in Zeiten abnehmender Werbeeffizienz und stetig steigender Verbreitung von Social-Media-Angeboten immer wichtiger.
Dieser klipp&klar-Band widmet sich daher ausf�hrlich dem Themenkomplex der Kundenzufriedenheit. Zun�chst wird aufgezeigt, warum es f�r Unternehmen immer wichtiger wird, sich kundenorientiert auszurichten. Anschlie end wird dargelegt, was Kundenzufriedenheit ist und wie sie sich theoretisch begr�nden l�sst. Danach wird der Fokus auf die Messung der Kundenzufriedenheit gelegt. Anhand einesProjektablaufs werden die einzelnen Phasen einer Kundenzufriedenheitsmessungsstudie erl�utert. Die Diskussion ausgew�hlter Managementans�tze zur Sicherstellung und Steigerung der Kundenzufriedenheit runden die Darstellung ab. Mit einem Ausblick auf die Zukunft des Kundenmanagements schlie en die Autoren ihre Diskussion ab.

Zus�tzliche Fragen per App: Laden Sie die Springer-Nature-Flashcards-App kostenlos herunter und nutzen Sie exklusives Zusatzmaterial, um Ihr Wissen zu pr�fen.

Prof. Dr. Alexander Magerhans lehrt an der Ernst-Abbe-Hochschule Jena Allgemeine Betriebswirtschaftslehre und Marketing. Er beschäftigt sich schon seit seiner Promotion zum Thema "Kundenzufriedenheit im eCommerce" mit Fragestellungen der Zufriedenheitsforschung. Seine Forschungs- und Lehrgebiete umfassen Fragestellungen der Marktforschung, des Handelsmarketings und -managements, des eCommerce, der Zufriedenheitsforschung und des Consultings.
Prof. Dr. Jan-Frederik Engelhardt lehrt ebenfalls an der Ernst-Abbe-Hochschule Jena Allgemeine Betriebswirtschaftslehre und Marketing. Er beschäftigt sich in Forschung und Lehre mit den Themenfeldern des Machine Learning und des Customer Experience Managements. Er verfügt über viele Jahre internationaler Praxiserfahrung in der Industrie und im Bereich der Unternehmensberatung und ist Autor zahlreicher Publikationen.

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