Kundenbindung im digitalen Zeitalter. Die Rolle von Online-Communities im CRM
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Kundenbindung im digitalen Zeitalter. Die Rolle von Online-Communities im CRM

Kundenbindung im digitalen Zeitalter. Die Rolle von Online-Communities im CRM


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About the Book

Bachelorarbeit aus dem Jahr 2022 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, SRH Hochschule Heidelberg (Wirtschaft), Sprache: Deutsch, Abstract: In einer zunehmend globalisierten und digitalisierten Welt stehen Unternehmen vor neuen Herausforderungen, wenn es darum geht, Kunden langfristig zu binden und ihre Bedürfnisse zu verstehen. Vor dem Hintergrund eines sich stetig wandelnden Kundenverhaltens und einer steigenden Vielfalt an Konkurrenzangeboten wird die Aufrechterhaltung stabiler Kundenbeziehungen zu einer zentralen strategischen Priorität. Diese Bachelorarbeit widmet sich genau diesem Thema und untersucht die Entwicklung und Bedeutung von Kundenbindungen in den letzten Jahrzehnten. Der Fokus liegt dabei insbesondere auf dem Wandel im Kundenverhalten und den Anpassungen, die Unternehmen im Bereich des Customer Relationship Managements (CRM) vornehmen mussten, um diesen Veränderungen gerecht zu werden. Ein zentrales Instrument, das Unternehmen in diesem Kontext nutzen, sind Online-Communities. Diese bieten eine Plattform für den Austausch von Wissen, Erfahrungen und Informationen zwischen Kunden und Unternehmen. In dieser Arbeit wird beleuchtet, wie Unternehmen durch die Nutzung von Communities die Kundenbindung stärken können und welche Rolle Online-Communities im Rahmen des CRM spielen. Die Struktur der Arbeit ist dabei klar gegliedert. Im ersten Kapitel wird zunächst die Grundlage für das Verständnis von Kundenbindungen geschaffen, indem das sich wandelnde Kundenverhalten, die Bedeutung des CRM und die Rolle des Internets bei der Kundenbindung betrachtet werden. Im zweiten Kapitel wird der Begriff der Online-Community definiert und aufgezeigt, wie Unternehmen diese zur Stärkung ihrer Kundenbeziehungen nutzen können. Das dritte Kapitel widmet sich dem Community Management und den Erfolgsfaktoren für eine gelungene Kundenbindung durch Communities. Anhand von Praxisbeispielen aus verschiedenen Branchen wird im vierten Kapitel verd


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Product Details
  • ISBN-13: 9783389020937
  • Publisher: Bod Third Party Titles
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 145 gr
  • ISBN-10: 3389020934
  • Publisher Date: 10 Apr 2024
  • Height: 210 mm
  • No of Pages: 66
  • Spine Width: 4 mm
  • Width: 148 mm


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Kundenbindung im digitalen Zeitalter. Die Rolle von Online-Communities im CRM
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