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Das Vertrauen Des Kunden

Das Vertrauen Des Kunden


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About the Book

Auf Business-to-Business-Märkten werden heute in einem immer größer werdenden Umfang Problem lösungen angeboten, deren Qualität wegen ihrer technologischen Komplexität und/oder aufgrund ihres Dienstleistungs- charakters vor dem Kauf durch die Kunden kaum oder gar nicht beurteilt werden kann. Das führt dazu, daß die Nachfrager bei ihren Kaufentschei- dungen in hohem Maße Risiken wahrnehmen, die aus der Unsicherheit darüber resultieren, ob die von den Anbietern gegebenen Leistungs- versprechen auch tatsächlich eingehalten werden. Wollen die Nachfrager nicht gänzlich auf eine Beschaffung der betreffenden Leistungen verzichten, bleibt ihnen nur, den Versprechungen der Anbieterseite zu vertrauen. Das Vertrauen der Kunden in die Leistungsfähigkeit und den Leistungswillen von Anbietern ist damit zu einem wichtigen kaufentscheidenden Faktor im Business-to- Business-Bereich geworden. Daraus ergibt sich unmittelbar, daß die auf diesem Feld tätigen Anbieter Maßnahmen ergreifen müssen, die geeignet sind, ein Vertrauensverhältnis zum Kunden zu schaffen und zu erhalten. Obwohl die skizzierte Bedeutung von Vertrauen für das Zustandekommen von Transaktionen in der Wirtschaftswissenschaft schon seit geraumer Zeit immer wieder hervorgehoben wird, ist seine ökonomische Relevanz erst in jüngster Zeit im Zusammenhang mit der Verbreitung der Ansätze der Neuen Institu- tionenökonomik verstärkt in den Mittelpunkt des wissenschaftlichen Interesses gerückt. Bis heute liegen allerdings keine umfassenden Untersuchungen der Bedeutung sowie der Wirkungen von Vertrauen und keine Ansätze zu seiner Operationalisierung vor. Mit dem vorligenden Buch greift Plötner somit eine sowohl praktisch als auch wissenschaftlich aktuelle und bedeutsame Problemstellung auf. Zu ihrer Bearbeitung legt der Verfasser zunächst die Relevanz des Ver- trauenskonstrukts aus Nachfrager- und Anbieterperspektive dar.


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Product Details
  • ISBN-13: 9783409131995
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: 1995 ed.
  • Language: German
  • Returnable: N
  • Spine Width: 13 mm
  • Weight: 344 gr
  • ISBN-10: 340913199X
  • Publisher Date: 01 Jun 1995
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 222
  • Series Title: Neue Betriebswirtschaftliche Forschung (Nbf)
  • Sub Title: Relevanz, Aufbau Und Steuerung Auf Industriellen Märkten
  • Width: 148 mm


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