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Vergleichende und kritische Analyse nationaler Kundenzufriedenheitsbarometer und ihre praktische Relevanz für die Automobilindustrie by Pickenpack, Nils

Vergleichende und kritische Analyse nationaler Kundenzufriedenheitsbarometer und ihre praktische Relevanz für die Automobilindustrie

by Nils Pickenpack
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Book cover type: Paperback
  • ISBN13: 9783838603179
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Publication Date:
  • Pages: 124
  • Original Price: GBP 74.9
  • Language: German
  • Edition: N/A
  • Item Weight: 173 grams
  • BISAC Subject(s): Marketing / General

Inhaltsangabe: Einleitung: Veränderungen in den externen und internen Rahmenbedingungen haben es in den letzten Jahren für Unternehmen sehr viel schwieriger gemacht, langfristiges Umsatzwachstum und ein hohes Profitabilitätsniveau aufrecht zu erhalten. Instrumente, die den Unternehmen zur Verfügung stehen, um Wettbewerbsvorteile zu erzielen, werden aufgrund der sich ändernden Rahmenbedingungen immer schwächer. Gestrige Strategien zum Wettbewerbserfolg erreichen heute die Grenzen ihrer Effektivität. Eine zum Teil tiefgreifende Veränderung in dem politischgesellschaftlichen, technologischen, ökologischen und wirtschaftlichen Kontext, in den die Unternehmen eingebettet sind, hat in den letzten Jahren stattgefunden. In den meisten westlichen Industrieländern ist eine Sättigung der Märkte, niedrigere Wachstumsraten und ein verstärkter internationaler Wettbewerb zu beobachten. Daraus resultiert eine Verschärfung des Wettbewerbs auf nationalen Märkten - einer zunehmenden Anzahl von Anbietern mit einer grö eren Auswahl an Produkten und Serviceleistungen stehen immer weniger neue Kunden gegenüber. Zudem haben sich die Anforderungen der Konsumenten an das Unternehmen im Zuge gesamtwirtschaftlicher Entwicklungen verändert. Wertepluralität und Individualisierung der Kundenbedürfnisse haben zu einer umfangreicheren Angebotspalette mit einer gro en Anzahl an differenzierten Leistungen geführt. Dadurch haben sich Produktlebenszyklen verkürzt und sind Investitionen für Innovationen gestiegen. Für Unternehmen wird es immer schwieriger, ihre Kundensegmente zu identifizieren. Die klassischen Wettbewerbsvorteile auf der Qualitäts-Preis-Schiene sind wegen der zahlreicheren Wettbewerber und der zunehmenden Austauschbarkeit von Leistungen immer schwieriger zu erzielen. Kostenreduzierungs- und Qualitätssteigerungsprogramme sind in der Vergangenheit bereits von vielen Unternehmen durchgeführt worden. Deshalb sind Spielräume ausgereizt, hier Wettbewerbsvorteile zu erzielen. Aus diesen Grün

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