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Konzeptionen eines Service-Tests

Konzeptionen eines Service-Tests


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About the Book

Inhaltsangabe: Einleitung: Im Zuge der Diskussion um öffentliche Theaterbetriebe und ihre sich verschlechternde wirtschaftliche Situation rücken Serviceleistungen als Möglichkeit einer stärkeren Besucherorientierung der Theater zunehmend in den Blickpunkt des Interesses. Deshalb soll im Rahmen dieser Arbeit ein Service-Test für Theaterbetriebe konzipiert werden, der es ermöglicht, Stärken und Schwächen des einzelnen Theaters insbesondere im Vergleich zu seinen relevanten Konkurrenz-betrieben zu identifizieren und daraus Maßnahmen für ein strategisches Theater-Marketing abzuleiten. Dazu sind im Folgenden zunächst die relevanten Begrifflichkeiten abzugrenzen und die Besonderheiten eines Marketing für Theaterbetriebe aufzuzeigen; im Anschluß daran sollen die Möglichkeiten zur Beurteilung der Servicequalität und deren Relevanz für das Theater näher analysiert werden, um schließlich auf der Basis vorhandener Konstrukte eine Konzeption für einen theaterbezogenen Service-Test zu erarbeiten. Inhaltsverzeichnis: Inhaltsverzeichnis: InhaltsverzeichnisI AbbildungsverzeichnisIV TabellenverzeichnisV 1.Zum Aufbau dieser Arbeit1 2.Einführung und begriffliche Abgrenzung1 2.1Zur Situation öffentlicher Theaterbetriebe in Deutschland1 2.2Die individuelle Stärken-Schwächen-Analyse als Grundlage für die Entwicklung einer strategischen Marketing-Konzeption3 2.3Besonderheiten des Marketing im Theaterbereich6 2.3.1Ziele und Marketingziele des Theaters6 2.3.2Zielsetzungsbedingte Besonderheiten ausgewählter Marketinginstrumente8 2.3.2.1Konsequenzen für die Preis- und Vertragsgestaltung8 2.3.2.2Konsequenzen für die Leistungsgestaltung9 2.4Der Service im Theater11 2.4.1Zum Begriff „Service"11 2.4.2Serviceleistungen als Möglichkeit zur Erzielung von Wettbewerbsvorteilen13 2.4.3Bedeutung der Qualität im Servicebereich15 3.Beurteilung der Servicequalität in Theaterbetrieben16 3.1Grundsätzliches zur Messung der Servicequalität16 3.1.1Überblick über die gängigen Meßmethoden1


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Product Details
  • ISBN-13: 9783838658759
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3838658752
  • Publisher Date: 26 Sep 2002
  • Height: 210 mm
  • No of Pages: 76
  • Series Title: German
  • Weight: 163 gr


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Konzeptionen eines Service-Tests
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