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Reaktanz Gegenueber Kundenbindungsprogrammen

Reaktanz Gegenueber Kundenbindungsprogrammen


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About the Book

Der Aufbau von anhaltenden Kundenbeziehungen hat in den vergangenen Jahren eine hohe Aufmerksamkeit in Marketingwissenschaft und -praxis erhalten. Im Endverbraucherbereich werden hierzu zunehmend Kundenbindungsprogramme wie etwa Karten oder Clubs eingesetzt. Inzwischen ist aber davon auszugehen, dass solche Programme statt Begeisterung bei vielen Konsumenten Reaktanz auslösen. Hierzu liegen bisher jedoch kaum empirische Belege vor. Die Arbeit untersucht daher den Einfluss von Programm- und Kundenmerkmalen auf die Bildung von Reaktanz gegenüber dem Bindungsprogramm und die resultierenden Verhaltenseffekte. Dafür wurde ein experimentelles Design in eine Befragung im Buchhandel eingebettet. Aus den empirischen Ergebnissen werden Handlungsempfehlungen für Unternehmen und verbraucherpolitische Akteure abgeleitet.
About the Author: Der Autor: Mark Wendlandt studierte Wirtschaftswissenschaften an der Universität Hannover sowie an der Ecole Supérieure de Commerce in Rouen in Frankreich. Im Anschluss war er von 2004 bis 2007 als Wissenschaftlicher Mitarbeiter am Lehrstuhl für Marketing und Konsum an der Universität Hannover beschäftigt. Seitdem ist er als Berater bei einem Marktforschungsunternehmen tätig.


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Product Details
  • ISBN-13: 9783631586112
  • Publisher: Peter Lang Gmbh, Internationaler Verlag Der W
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 4643 gr
  • ISBN-10: 3631586116
  • Publisher Date: 26 Jun 2009
  • Edition: New edition
  • No of Pages: 340
  • Series Title: Markt Und Konsum


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