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Gefaehrdung Existierender Kundenbeziehungen

Gefaehrdung Existierender Kundenbeziehungen


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About the Book

Immer mehr Unternehmen versuchen, neben der Gewinnung von Neukunden ihre existierenden Kunden mittels Steigerung der Zufriedenheit an sich zu binden. Dabei gerät die gegenteilige Strategie, die Verhinderung der Unzufriedenheit, ins Hintertreffen. Vielmals führt die Konzentration auf Faktoren, die über die Kernleistung hinausgehen und zur Kundenzufriedenheit beitragen sollen, dazu, die Kernleistung zu vernachlässigen. Die Autorin untersucht, welche Ursachen zu einer Gefährdung existierender Kundenbeziehungen führen können und identifiziert hierbei Faktoren, die einen starken Einfluss auf die Gefährdung haben.
About the Author: Die Autorin: Sonja Klose studierte Betriebswirtschaftslehre an der Universität Paderborn. Danach war sie als Wissenschaftliche Mitarbeiterin an der WHU - Otto Beisheim School of Management tätig, an der sie heute die Position der Leiterin Marketing and Communications innehat. Zu ihren Forschungsschwerpunkten gehören die Themenbereiche Relationship Marketing, Consumer Behavior und Brand Management.


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Product Details
  • ISBN-13: 9783631573846
  • Publisher: Peter Lang Gmbh, Internationaler Verlag Der W
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 256
  • Series Title: Schriften Zu Marketing Und Handel
  • Weight: 3746 gr
  • ISBN-10: 3631573847
  • Publisher Date: 23 Nov 2007
  • Edition: New edition
  • Language: German
  • Returnable: N
  • Spine Width: 0 mm
  • Width: 148 mm


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