Pfad-Theorie und Kundenbindung Book by Daniela Bache
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Pfad-Theorie und Kundenbindung

Pfad-Theorie und Kundenbindung


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About the Book

Studienarbeit aus dem Jahr 2010 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Freie Universität Berlin, Sprache: Deutsch, Abstract: Kundenbindung stellt heutzutage eine der notwendigen Schlüsselkomponenten zur Erzielung dauerhafter Wettbewerbsvorteile dar (Dick/Basu 1994, S. 99). Der Verdrängungswettbewerb und damit entstehende Kampf um Kunden wird immer härter und so wird am Ende der Anbieter die Nase vorn haben, dessen Kunden nicht sofort zu neuen Alternativen wechseln, sobald sich die Gelegenheit bietet (Diller 1996, S. 81). Die Frage, wie man Kunden effektiv an sich bindet und zu Wiederholungskäufen bewegt, erhält somit eine besondere Bedeutung für jedes Unternehmen, dass sich erfolgreich am Markt platzieren will. Ein in letzter Zeit an Popularität gewonnener Erklärungsansatz für das wiederholte Auftreten von bestimmten Verhaltensmustern in Organisationen liefert die Pfad-Theorie (Schreyögg et al. 2003, S. 159). In diesem Zusammenhang soll untersucht werden, ob sich das Konzept der Pfadabhängigkeit und damit die Verfestigung von Prozessen auch auf Kundenbindung übertragen lässt, und wenn ja, wie eine solche Integration aussehen könnte. Es soll gezeigt werden, dass auch der Konsument als Individuum anfällig für Pfadabhängigkeiten sein kann und wie diese in erhöhter Bindung an einen Anbieter seine Ausprägung findet. Da die Pfad-Theorie bereits erfolgreich ihre Anwendung in einem organisationalen Kontext gefunden hat, soll nun versucht werden, dass Konzept für den Bereich der Konsumentenentscheidungen nutzbar zu machen. Im Theorieteil dieser Arbeit werden Pfad-Theorie und der Begriff der Kundenbindung zunächst einzeln vorgestellt, definiert und erläutert. Im Anschluss wird versucht, beide Konzepte zusammenzuführen und festzuhalten, welche Modifikationen und Einschränkungen beziehungsweise Erweiterungen für eine Übertragung gemacht werden müssen. Danach werden die einzelnen Ursachen für eine pfadabhängig Kundenbindung genauer diskutiert und


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Product Details
  • ISBN-13: 9783640902064
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 32
  • Series Title: German
  • Weight: 104 gr
  • ISBN-10: 3640902068
  • Publisher Date: 28 Apr 2011
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm


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