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Kundenbindungsstrategien im Gaststättengewerbe

Kundenbindungsstrategien im Gaststättengewerbe


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About the Book

Bachelorarbeit aus dem Jahr 2011 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Hochschule Bremerhaven, Sprache: Deutsch, Abstract: Gaststätten versuchen aus einmaligen Gästen langfristige loyale Gäste ihrer Gastronomie zu machen. Im Rahmen von Kundenbindung gilt es, die Bedürfnisse seiner Kunden zu erkennen und seine Verhaltensweisen und seine Produkte darauf abzustimmen. Entstandene Kundenbindung ist durch die Mitbewerber im Markt schwer zu brechen. Daher liegt das primäre Ziel der Gaststätten darin, die richtigen Kundenbin-dungsstrategien Zielgruppengerecht zu entwickeln und um zusetzten. Da der Thematik "Kundenbindungsstrategien im Gaststättengewerbe" in der Wissenschaft bisher wenig Beachtung geschenkt wurde, soll diese Ausarbeitung nähere Informationen und Lösungsansätze bieten. Im Rahmen der folgenden Ausarbeitung werden die gängigen klassischen und modernen Kundenbindungsstrategien definiert, erläutert und anhand von Praxisbeispielen präzisiert. Hierbei wurde sich auf Sekundärliteratur gestützt. Es handelt sich primär um den festen Mitarbeiterstamm, das Beschwerdemanagement, Kundenkarten, das Couponing, das soziale Netzwerk Facebook, den Mikroblogging Dienst Twitter und mobile Applications. Mithilfe einer Primärstudie wurden diese miteinander verglichen. Das Ergebnis dieser empirischen Studie hat ergeben, dass insbesondere die Mitarbeitermotivation und das Beschwerdemanagement genutzt wird, um Kundenbindung zu erzeugen. Twitter und mobile Apps fanden im Rahmen dieser Studie weniger Anklang. Facebook ist innerhalb der modernen Maßnahmen am erfolgversprechendsten. Der Ausarbeitung können die näheren Beweggründe für die einzelnen Maßnahmen ent-nommen werden. Mit dieser Arbeit kann ein aktueller Status Quo aufgezeigt werden. Durch die Veröffent-lichung dieser Ausarbeitung inklusive der Umfrage erfahren Gaststättenbetreibende, welche Möglichkeiten ihnen offen stehen, wie andere Gastronomen agieren und sie können im Sinne von Benchmark ihre Strategi


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Product Details
  • ISBN-13: 9783656007661
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3656007667
  • Publisher Date: 15 Sep 2011
  • Height: 210 mm
  • No of Pages: 70
  • Series Title: German
  • Weight: 154 gr


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