Kundenbindung Im Ebusiness Book by Yvonne Staack
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Kundenbindung Im Ebusiness

Kundenbindung Im Ebusiness


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About the Book

Diese Arbeit untersucht die Determinanten und Verhaltensauswirkungen erhöhter Kundenbindung im eBusiness-Sektor und leitet daraus Handlungsempfehlungen für das Management der Kundenbeziehungen durch die nachhaltige Bindung profitabler Kunden ab. Ziel der Arbeit ist es, auf Basis theoretischer Grundlagen ein umfassendes Kundenbindungsmodell zu definieren und anhand von Daten aus dem eBusiness-Sektor quantitativ-empirisch zu überprüfen. Dazu wurden 4.591 Online-Brokerage- und 1.898 eCommerce-Kunden per Internet-Umfrage im Sommer 2002 befragt. Auf Basis der statistisch validierten Kausalmodelle werden im praktischen Teil der Arbeit für die in die Untersuchung einbezogenen eBusiness-Anbieter einfach umsetzbare eCRM-Maßnahmen abgeleitet.
About the Author: Die Autorin: Yvonne Staack studierte Betriebswirtschaftslehre mit den Schwerpunkten Marketing, Handelsbetriebslehre und Statistik an der Universität Göttingen und an der University of California, Riverside, wo sie ein Jahr am MB A-Programm teilnahm. Nach dem Studium arbeitete sie als Consultant bei einer strategischen Unternehmensberatung und betreute dabei vor allem Finanzdienstleistungsunternehmen und Konsumgüterhersteller bei Fragestellungen im Bereich Marketing und/oder Controlling. Ihre Promotion erstellte sie am Institut für Entscheidungstheorie und Unternehmensforschung (Bereich Marketing, Marktforschung und Unternehmensplanung) an der Universität Karlsruhe (TH).


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Product Details
  • ISBN-13: 9783631520451
  • Publisher: Peter Lang Gmbh, Internationaler Verlag Der W
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 439
  • Series Title: Informationstechnologie Und Oekonomie
  • Sub Title: Eine Kausalanalytische Untersuchung Der Determinanten, Dimensionen Und Verhaltenskonsequenzen Der Kundenbindung Im Online-Shopping Und Online-Broker
  • Width: 148 mm
  • ISBN-10: 363152045X
  • Publisher Date: 03 Feb 2004
  • Edition: New edition
  • Language: German
  • Returnable: N
  • Spine Width: 0 mm
  • Weight: 648 gr


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