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Kundenservice im Lebensmitteleinzelhandel

Kundenservice im Lebensmitteleinzelhandel


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About the Book

Inhaltsangabe: Gang der Untersuchung: Die Diplomarbeit gliedert sich in zwei Teilbereiche. Im ersten werden die wichtigsten Begrifflichkeiten und Instrumentarien aus dem Servicesektor ausführlich erklärt und beschrieben (z.B. Kundendienst, After-Sales-Service und Beschwerdemanagement). Im zweiten Teil der Arbeit wird eine empirische Studie durchgeführt, die nicht - wie so häufig - die Einstellung der Kunden zum Thema "Kundenservice" fokussiert, sondern sich mit der Einstellung der Einzelhandelsunternehmen und deren Bemühungen auf diesem Gebiet beschäftigt. Die Ergebnisse der Studie ist sehr überraschend, besonders wenn man sie mit den Forderungen der Kunden vergleicht. Abschließend gibt es einige Ideen, wie man eine echte Servicekultur in Deutschland etablieren könnte. Inhaltsverzeichnis: Inhaltsverzeichnis: AbbildungsverzeichnisV 1.Einleitung1 1.1.Der Status quo1 1.2.Aufbau der Arbeit3 2.Determination der wichtigsten Begriffe3 2.1.Service4 2.1.1.Kundendienst5 2.1.2.Kundenservice6 2.2.Pre-Sales-Service7 2.3.Nachkaufmarketing(-Mix)8 2.3.1.After-Sales-Service8 2.3.2.Beschwerdemanagement9 2.4.Kundenorientierung (Kundennähe)10 2.5.Kundenbindung10 2.6.Kundenzufriedenheit11 3.Das Kundenservice- Instrumentarium12 3.1.Die Instrumente der Vorkauf- und Kaufphase12 3.2.Die Instrumente der Nachkaufphase15 3.2.1.Die Nachkaufkommunikation15 3.2.2.Der Nachkaufservice15 3.2.3.Die Redistribution21 3.2.4.Das Beschwerdemanagement11 3.3.Schlußfolgerung des dritten Kapitels27 4.Kundenorientierung und -service in der Lebensmitteleinzelhandelspraxis27 4.1.Beispiele für unzureichende Servicebereitschaft28 4.2.Beispiele für überraschenden Service29 5.Kundenservice und Kosten32 6.Die Studie39 6.1.Die befragten Unternehmen40 6.1.1.Vorgehensweise42 6.1.2.Reaktion der Unternehmen43 6.2.Der Fragebogen43 6.3.Basisauswertung der Ergebnisse49 6.4.Auswertung und Interpretation von Besonderheiten der Befragung59 6.5.Schlußfolgerung des sechsten Kapitels70 7.Wie


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Product Details
  • ISBN-13: 9783838611969
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3838611969
  • Publisher Date: 08 Dec 1998
  • Height: 210 mm
  • No of Pages: 104
  • Series Title: German
  • Weight: 195 gr


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