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Kundenzufriedenheitsanalyse

Kundenzufriedenheitsanalyse


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About the Book

Inhaltsangabe: Einleitung: Kundenorientierung, Kundenbindung und Kundenzufriedenheit sind Faktoren, welche in der Wirtschaft eine immer höhere Bedeutung zugesprochen bekommen. Die dauerhafte Beziehung zu dem Kunden ist wichtig aufgrund des hohen Konkurrenzdruckes, welcher durch die Globalisierung verstärkt wurde sowie des wachsenden Drucks durch Sättigung in den entwickelten Märkten. Die globale Vernetzung und der zunehmende Kostendruck in der heutigen Zeit bereiten es dem Kunden ein Leichtes, Dienstleistungen und Güter auszutauschen, sobald er mit den Leistungen des bestehenden Lieferanten unzufrieden ist. Umso wichtiger ist es für eine Unternehmung, den Kunden von seinen Leistungen langfristig zu überzeugen und so eine feste Kundenbeziehung aufzubauen und zu intensivieren. Treue und zufriedene Kunden sind die Basis jedes erfolgreichen Unternehmens. Lieferanten, denen es gelingt, den hohen Ansprüchen des Kunden dauerhaft gerecht zu werden, legen somit den Grundstein für die zukünftigen Geschäfte. Somit wird deutlich, dass die Kundenzufriedenheit ein wichtiger Erfolgsfaktor ist. Aus der Zufriedenheit des Kunden resultieren positive Verhaltensweisen wie z. B. Wiederkäufe, Zusatzkäufe und Weiterempfehlungen. Einmal verlorene Kunden wiederzugewinnen ist hingegen äußerst aufwendig und kostenintensiv. Daher ist es für jedes Unternehmen wichtig zu wissen, in welchem Ausmaß seine Kunden zufrieden sind. Kundenzufriedenheit und Kundenzufriedenheitsanalyse, zwei Begriffe, die für jedermann eindeutig scheinen. Zwei Begriffe, über die viel geschrieben wurde, ja sogar ganze Bücher. Unternehmen meinen ihre Kunden zu kennen, doch die Annahme, eine fehlende Rückmeldung von Kunden zeuge automatisch von deren Zufriedenheit und „zufriedene Kunden seien zugleich auch treue Kunden", kann trügen. Viele Unternehmen gehen davon aus, dass ihre Kunden zufrieden sind, denn schließlich gibt es keine Beschwerden. Doch kaum ein Kunde wird sich von selbst melden und das Unternehmen darüber in


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Product Details
  • ISBN-13: 9783836604468
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 213 gr
  • ISBN-10: 3836604469
  • Publisher Date: 24 Jul 2007
  • Height: 210 mm
  • No of Pages: 118
  • Series Title: German
  • Sub Title: Methodik, Vorgehensweise und Durchführung
  • Width: 148 mm


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