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Mobile Services als Instrument der Kundenbindung by Pekdemir, Taner

Mobile Services als Instrument der Kundenbindung

by Taner Pekdemir , Constantin Fischer
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Book cover type: Paperback
  • ISBN13: 9783656516309
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 28
  • Original Price: USD 26.9
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 50 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2012 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Universität Hohenheim (Institut für Marketing und Management), Sprache: Deutsch, Abstract: Mobile Technologien und Systeme verändern mit ihren einzigartigen Funktionalitäten nicht nur Wertschöpfungsketten und schaffen innovative Geschäftsmodelle, sondern bringen auch vollkommen neuartige Dimensionen der Interaktionsbeziehung zwischen Anbietern und Nachfragern hervor. Unternehmen nutzen dabei gezielt Mobile Services im Bereich der Anbahnungs-, Abwicklungs- und Nachkaufphase um die Geschäftsbeziehungen zu ihren Kunden zu verbessern. Dies ist mit zahlreichen Vorteilen verbunden, die sich im Ergebnis vor allem in einer gesteigerten Produktivität und Wettbewerbsfähigkeit sowie aus der Zeitersparnis resultierenden Kostensenkung widerspiegeln. Konkret bedeutet dies in Zahlen ausgedrückt 1 Mio. USD Umsatz, die alleine Pizza Hut innerhalb von drei Monaten durch die Einführung einer App. als Mobile Service erzielen konnte. Hierbei zeigt sich schon an diesem Beispiel die Möglichkeit für Unternehmen, einen Nutzen aus der Bereitstellung mobiler Services zu ziehen. Die nachhaltige Kundenbindung ist aufgrund ihres enormen ökonomischen Potenzials von hervorragender Bedeutung für Anbieter. Relevante wissenschaftliche Quellen zeigen, dass Mobile Services als Instrument der Kundenbindung für die Forschung wichtig sind. So führen Lin und Wang an, dass vergangene Studien belegen, dass ein positiver Zusammenhang zwischen Kundenbindung und Marktanteil besteht. Somit ist es unumgänglich, den Einfluss von Mobile Services auf Kundenbindung, Marktanteil, Preise und den Gewinn zu verstehen um der Praxis richtige Handlungsempfehlungen zur Verfügung zu stellen. Des Weiteren ist die Thematik für die Forschung von Bedeutung, um nachzuvollziehen, in welchem Ausma der Zeit- und Qualitätsvorteil, den die Kunden aus der Nutzung mobiler Services ziehen, sich auf die Kundenbindung auswirkt. Trotz de

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