Kundenbindungsmanagement in der Spitzenhotellerie - Bookswagon
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Kundenbindungsmanagement in der Spitzenhotellerie

Kundenbindungsmanagement in der Spitzenhotellerie


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About the Book

Inhaltsangabe: Einleitung: In einem zunehmend wettbewerbsintensiven Umfeld agieren Unternehmen zahlreicher Branchen auf immer enger werdenden Märkten. Begrenzte Ressourcenverfügbarkeit, Sättigungstendenzen auf Konsumentenseite, Überkapazitäten und eine zunehmende Homogenität vieler Produkte führen zu einem stetig stärker werdenden Verdrängungswettbewerb, bei dem ein Anbieter seinen Marktanteil nur noch zu Lasten anderer Anbieter erweitern kann. Aufgrund der Erkenntnis, dass die Neukundengewinnung mehr Kosten verursacht als der Erhalt bestehender Kundenbeziehungen, gewinnen interaktionsbezogene und langfristige Marketingstrategien in der Sicherung langfristiger Geschäftsbeziehungen gegenüber einer kurzfristigen und aktionsbezogenen Orientierung zunehmend an Bedeutung. Vielfältige Begriffe wie Beziehungs- bzw. Relationshipmarketing und Kundenbindungsmanagement bezeichnen das strategische Vorgehen zum Erhalt einer Kundenbeziehung. Die inhaltliche Gestaltung von nutzenorientierten Kundenbindungsprogrammen war bis Mitte des Jahres 2001 durch die restriktive Rabattgesetzgebung eingeschränkt. Nach dem Wegfall des Rabattgesetzes (RabattG) und der Zugabeverordnung (ZugabeVO) ist ein positiver Impuls für die Gestaltung von Kundenbindungsinstrumenten anzunehmen. Zielsetzung dieser Arbeit ist es, Gestaltungsmöglichkeiten sowie Empfehlungen für das Kundenbindungsprogramm Private Line der internationalen Hotelkette Hyatt Hotels & Resorts, einem Unternehmen der Spitzenhotellerie, aufzuzeigen. Das Programm soll mit einer stärkeren Abgrenzung zur Konkurrenz positioniert werden, um seine Attraktivität - insbesondere nach der Liberalisierung der Rabattgesetzgebung - zu steigern. Zudem soll die Rolle eines unternehmensübergreifenden Kundenbindungsmanagements bestimmt werden, indem eine Klärung des angenommenen Zusammenhangs zwischen einer erfolgreichen Kundenbindung und der produktbezogenen Kundenzufriedenheit erfolgt. Gang der Untersuchung: Zur Erreichung der genannten Zielsetzun


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Product Details
  • ISBN-13: 9783838671758
  • Publisher: Diplom.de
  • Sub Title: Empfehlungen zur Etablierung eines Kundenbindungsprogramms unter Anwendung der Benchmarking-Methode am Beispiel Hyatt Hotels & Resorts
  • ISBN-10: 3838671759
  • Publisher Date: 03 Sep 2003


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