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Kundenzufriedenheit

Kundenzufriedenheit


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About the Book

Inhaltsangabe: Problemstellung: Bücher über Kundenzufriedenheit gibt es viele, Diplomarbeiten wurden darüber auch schon genügend geschrieben. Jetzt fragen Sie sich bestimmt, wenn schon so viel darüber geschrieben wurde, wieso ich mir nun auch noch dieses Thema wählte. Meiner Meinung nach hat das Thema nach wie vor nicht an Bedeutung verloren, im Gegenteil! Die ökonomische Situation in unserem Land ist derzeit ziemlich schlecht. Das ist keine neue Erkenntnis. Die Unternehmer sehen sich konfrontiert mit mehr oder minder gesättigten Märkten auf denen immer homogener werdende Produkte verkauft werden. Während die Kosten für Forschung & Entwicklung steigen, werden die Produktlebenszyklen immer kürzer. Die Kunden hingegen entwickeln immer mehr Selbstbewusstsein, was durch immer höhere Ansprüche an die Anbieter und deren Produkte zum Ausdruck kommt. Ausgabebereitschaft und Loyalität dem Anbieter gegenüber sinken, gleichzeitig nimmt die Preissensibilität der Konsumenten zu. Man kauft nicht mehr so schnell, sondern erst nachdem geprüft wurde ob das Produkt seinen Preis wert ist und ob man es nicht woanders doch für ein paar Euro günstiger bekommt. Die bittere Konsequenz ist, dass immer mehr Unternehmen den aktuellen Entwicklungen nicht mehr gewachsen sind und Insolvenz anmelden müssen. Das Statistische Bundesamt dokumentierte für das erste Halbjahr 2002 bereits 18.283 Insolvenzen. In den zwölf Monaten des Vorjahres waren es insgesamt 32.278 Insolvenzen. Wenn schon so viel über Kundenzufriedenheit geschrieben wurde, wie kommt es, dass es dann bei den meisten Unternehmen nur eine untergeordnete Rolle spielt? Ja ich weiß, sehr viele Unternehmen haben sich „mehr Kundenzufriedenheit" auf Ihre Fahnen geschrieben. Doch leider sind dies oft nur halbherzig gemachte Lippenbekenntnisse. Die meisten Unternehmen verlassen sich dann doch lieber, wie bisher auf die „harten Fakten" Indikatoren wie ROI, Cashflow, Umsatz, Gewinn. Leider wurde von vielen Unternehmern das Erfolgspotential d


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Product Details
  • ISBN-13: 9783838672618
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 168 gr
  • ISBN-10: 3838672615
  • Publisher Date: 30 Sep 2003
  • Height: 210 mm
  • No of Pages: 80
  • Series Title: German
  • Sub Title: Ein Erfolgsfaktor unternehmerischen Handelns
  • Width: 148 mm


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