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Wechselverhalten von Autokunden by Lüke, Lars

Wechselverhalten von Autokunden

by Lars Lüke
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Book cover type: Paperback
  • ISBN13: 9783838648354
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Publication Date:
  • Pages: 120
  • Original Price: GBP 73.5
  • Language: German
  • Edition: N/A
  • Item Weight: 168 grams
  • BISAC Subject(s): General

Inhaltsangabe: Einleitung: Es ist in empirischen Untersuchungen nachgewiesen worden, dass Automobilhersteller ihre Gewinne steigern können, wenn es ihnen gelingt, die Treue ihrer Kunden zu sichern und zu steigern. Die Gründe dafür sind evident. In der betriebswirtschaftlichen Praxis wird für die Bindung eines loyalen Kunden im Vergleich zur Neuakquisition von lediglich etwa 20% der entstehenden Kosten ausgegangen. Weitere Gründe, die es hier zu nennen gilt, sind zum einen die geringere Preissensibilität der Altkunden, zum anderen die aktuellen makroökonomischen Rahmenbedingungen, die den treuen Kunden immer mehr in den Mittelpunkt des marketingpolitischen Interesses rücken lassen. Zudem sind viele Konsumgütermärkte durch deutliche Sättigungstendenzen gekennzeichnet, die langfristige Umsatz- und Marktanteilssicherung immer bedeutender erscheinen lassen. Nicht zuletzt ist ein gesellschaftlicher tiefgreifender Wertewandel hin zu einem neuen Hedonismus und Individualismus festzustellen. Die empfangenen Leistungen werden von den Konsumenten als immer austauschbarer empfunden und die Konsumenten nehmen deshalb eine immer kritischere und forderndere Haltung gegenüber den zur Bedürfnisbefriedigung angebotenen Produkten ein. Somit ist eindeutig festzustellen, dass loyale Kunden als werterhaltendes und wertsteigerndes „Asset" für einen Hersteller, respektive die Marke, eingestuft werden können. Nichtsdestotrotz ist das Phänomen eines Kunden, der die Marke oder den Hersteller wechselt, ein Alltägliches. Den Bemühungen der Unternehmen, ihre Kunden zu binden, stehen auf Seiten der Nachfrager sinkende Loyalitätsraten gegenüber, d.h. immer mehr bis dato treue Kunden tendieren zu einem Wechselverhalten. Als „Wechselverhalten" ist entweder die Beendigung einer Kunden-Hersteller Beziehung oder die Verschiebung eines Gro teils des Kaufvolumens auf einen anderen Hersteller zu verstehen, wobei in der hier vorliegenden Betrachtung eines Automobilherstellers eine komplette „Überwanderun

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