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Systemisches Customer-Relationship-Management in den neuen Medien.: Innovative Kundenbindungsprogramme by Fuhrmann, Oliver

Systemisches Customer-Relationship-Management in den neuen Medien.: Innovative Kundenbindungsprogramme

by Oliver Fuhrmann
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Book cover type: Paperback
  • ISBN13: 9783867467018
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Examicus Verlag
  • Publisher Imprint: Examicus Verlag
  • Publication Date:
  • Pages: 112
  • Original Price: USD 70.9
  • Language: German
  • Edition: N/A
  • Item Weight: 155 grams
  • BISAC Subject(s): Communication Studies

Diplomarbeit aus dem Jahr 2002 im Fachbereich Medien / Kommunikation - Forschung und Studien, Note: 2, Universität Siegen, Sprache: Deutsch, Abstract: In der Arbeit wird zunächst kurz auf das breite Meinungsspektrum zu Kundenorientierung und Kundennähe eingegangen. Danach wird die Notwendigkeit einer umfassenden Sichtweise auf die Kunden-Lieferanten-Beziehung (KL- Beziehung) festgestellt und diese in einen systemtheoretisch-konstruktivistischen Zusammenhang eingeordnet. Dabei wird zwischen verschiedenen Welten des Systems unterschieden: Die Innenwelt, die fokale Au enwelt und die unverständliche Au enwelt. Die Betrachtung der Innenwelt des Systems befasst sich näher mit der Problematik der Boundary Role Persons hinsichtlich der Beziehung zwischen Kunde und Lieferant. Die Systemelemente Kunde und Lieferant werden im dritten Kapitel unter den Faktoren Kundenzufriedenheit und Kundenbindung diskutiert. Es wird dabei auf die Einflüsse näher eingegangen, die die Kundenbindung ma geblich beeinflussen. Anschlie end wird untersucht, wie sich diese Einflüsse auf die Welten des Systems Kunden-Lieferanten-Beziehung auswirken. Die in Kapitel drei festgestellten Einflussmöglichkeiten des Anbieters zur Erlangung und Aufrechterhaltung einer dauerhaften Kundenbeziehung werden im vierten Kapitel in ihrer Realisierung durch die Managementphilosophie Customer Relationship Management erörtert. Dabei werden die Gründe für die Entwicklung des CRM genannt, CRM wird definiert, und seine Ziele werden erläutert. Anschlie end werden der Aufbau eines CRM-geführten Unternehmens und eine Lösung der Boundary-Role-Person-Problematik durch die systemtheoretische Dimension des CRM dargestellt. Das fünfte Kapitel beschäftigt sich mit eCRM, der online-basierten Variante des CRM. Es werden weitere Möglichkeiten zur Kundenbindung durch die elektronische Variante des CRM genannt und anhand eines Vergleichs ihrer gemeinsamen Merkmale eine symbiotische Beziehung zwischen beiden festgestellt. Die anschlie en

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