Kundenzufriedenheit: Operationalisierung und Messung im Rahmen des Electronic Commerce
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Inhaltsangabe: Einleitung: Zunehmender Wettbewerb führt gegenwärtig in vielen Branchen zu erheblichem Innovationsdruck. Produktlebenszyklen werden kürzer bei gleichzeitig steigender Harmonisierung der Produkte. Märkte stagnieren, und der Kampf um den Kunden wird härter. Auf der Nachfragerseite wird diese Entwicklung durch die Dynamik individueller Bedürfnisstrukturen und einen stetigen Anstieg der Qualitätsansprüche begleitet. Laut einer Studie der Universität Freiburg, der Computer Zeitung und Gemini-Consulting sehen 72% der teilnehmenden Unternehmen in der kommerziellen Erschlie ung des World Wide Web (WWW) eine Möglichkeit, sich unter den gegebenen Umständen von ihren Konkurrenten zu differenzieren. Auf der einen Seite richten sich die Erwartungen dabei auf eine stärkere Kundenfokussierung durch die Individualisierung der Kundenbeziehung. Auf der anderen Seite sind sich die Entscheider der globaleren Konkurrenzlage im Electronic-Commerce (E-Commerce) durchaus bewu t, denn etwa die Hälfte der Unternehmen rechnet mit einer sinkenden Loyalität des Kunden gegenüber dem Hersteller. Schlüsselfaktoren einer langfristig erfolgreichen Online-Präsenz sind also vor allem eine nutzerorientierte Schnittstellengestaltung und die Integration des Kunden in die Wertschöpfungskette der Online-Transaktionen mit dem Ziel der langfristigen Kundenbindung. Die Realisierung dieser Aufgaben setzt neben der Identifikation wertsteigernder Teilprozesse und relevanter Leistungsattribute eine möglichst detaillierte Analyse der Erwartungen und Bedürfnisse potentieller Kunden voraus. In diesem Zusammenhang wird die Kundenzufriedenheit als strategischer Erfolgsfaktor genannt, der "[...] über das zukünftige Kaufverhalten und damit über Umsätze und Marktanteile [...]" entscheidet. Erkenntnisse bzgl. des Zustandekommens von Zufriedenheitsurteilen sowohl hinsichtlich einzelner Teilleistungsprozesse als auch der globalen Transaktionszufriedenheit und das Wissen um ihre Veränderung im Zeitablauf ver
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