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Kundenzufriedenheit und deren Messung. Theoretische Grundlagen by Pavlis, Markus

Kundenzufriedenheit und deren Messung. Theoretische Grundlagen

by Markus Pavlis
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Book cover type: Paperback
  • ISBN13: 9783668143814
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 36
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 59 grams
  • BISAC Subject(s): Marketing / General

Akademische Arbeit aus dem Jahr 2011 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,7, BA Hessische Berufsakademie, Veranstaltung: Marketing, Unternehmenskommunikation, CRM, Marktforschung, Sprache: Deutsch, Abstract: Unzufriedene Kunden sind ein häufig anzutreffendes Phänomen und aufgrund der zunehmenden Macht der Kunden wird es für ein Unternehmen immer gefährlicher, wenn es seine Kunden nicht völlig zufriedenstellen kann. Daher liegt mittlerweile bei fast jedem Unternehmen das Hauptaugenmerk auf der Kundenzufriedenheit. Positive Kundenerlebnisse führen häufig dazu, Kunden emotional an ein Produkt oder eine Marke zu binden und eine direkte Umsatzsteigerung zu erzielen. Vor diesem Hintergrund suchen Unternehmen verstärkt nach neuen Möglichkeiten, sich von ihren Wettbewerbern zu differenzieren und die eigenen Kunden langfristig und vor allem profitabel an ihr Unternehmen zu binden. Die folgende Arbeit beginnt mit der Definition der Kundenzufriedenheit. Darauf folgen Erklärungen im Hinblick auf die verschiedenen Messmöglichkeiten der Zufriedenheit der Kunden. Anschlie end werden diverse Methoden zur Feststellung von Kundenzufriedenheit vorgestellt. Die Darstellung einer kausalen Kette über die verschiedenen Kundenwerttreiber und die Bedeutung der Kundenzufriedenheit schlie en die Arbeit ab.

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