Kündigungsmanagement von Kundenbeziehungen by Isabell Schwartz
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Kündigungsmanagement von Kundenbeziehungen

Kündigungsmanagement von Kundenbeziehungen


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About the Book

Diese Arbeit positioniert sich im Bereich des Relationship Marketing, in dem es allgemein um die Beziehung zwischen Anbieter und Kunden geht. Die anbieterseitige Beendigung von Kundenbeziehungen ist ein relativ junges Forschungsfeld, welches bisher nur geringe Beachtung gefunden hat. Der wissenschaftliche Fokus in diesem Bereich liegt vor allem auf den Faktoren, die die Beendigung von Geschäftsbeziehungen beeinflussen sowie auf dem Prozess, dem diese Beziehungsbeendigung unterliegt. Gerade die Kommunikationsstrategien, die zur Beendigung von Kundenbeziehungen verwendet werden, wurden vor allem im Hinblick auf die Praxis bisher kaum erforscht. Nichtsdestotrotz nimmt das Kündigungsmanagement in der Praxis stark an Bedeutung zu. In dieser Arbeit werden die in der Theorie erforschten Kommunikationsstrategien den Strategien, die in der Praxis verwendet werden, gegenübergestellt. Ziel der Arbeit ist es, erforschte Kommunikationsstrategien zu verifizieren sowie Mischstrategien und evtl. bisher unerforschte Strategien herauszufinden. Die genaue Fragestellung der Arbeit lautet: "Welche Kommunikationsstrategien zur anbieterinitiierten Beziehungsbeendigung im B2C-Kontext lassen sich in Fallbeispielen aus der Presse sowie Internetforen finden und welche Zusammenhänge lassen sich eventuell in Bezug auf die Beendigungsgründe und die Kundenreaktion aufdecken?" Zunächst wird der Begriff der anbieterinitiierten Beziehungsbeendigung definiert. Daraufhin wird die Kommunikationsstufe in den Beendigungsprozess eingeordnet, die Gründe für eine anbieterseitige Kündigung werden erläutert und die bisher erforschten Kommunikationsstrategien werden dargelegt. Auf den theoretischen Hintergründen aufbauend folgt die Analyse der Fallbeispiele anhand der Kriterien "Branche", "Beendigungsgründe", "Kommunikationsstrategie" und "Kundenreaktion".


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Product Details
  • ISBN-13: 9783959348690
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Weight: 136 gr
  • ISBN-10: 395934869X
  • Publisher Date: 06 Apr 2016
  • Height: 210 mm
  • No of Pages: 64
  • Series Title: German
  • Sub Title: Kommunikationsstrategien zur Beendigung von Geschäftsbeziehungen
  • Width: 148 mm


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