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Preisaktionen Bei Verkehrsdienstleistungen

Preisaktionen Bei Verkehrsdienstleistungen


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About the Book

Kurzfristige kontingentierte Preisaktionen stellen ein immer wichtiger werdendes Element der Preisstrategien von Verkehrsdienstleistungsunternehmen dar. Die unmittelbaren umsatzbezogenen Wirkungen der Preisaktionen können relativ einfach bestimmt werden. Die Messung der mittelbaren konsumentenbezogenen Reaktion auf diese preispolitischen Maßnahmen stellt jedoch eine Herausforderung an die marktorientierte Unternehmensführung.

Benjamin Ballensiefen untersucht, ob und in welchem Maße Preisaktionen einen Beitrag zur Verbesserung der Preiswahrnehmung und -beurteilung leisten und somit zur Steigerung der Kundenloyalität beitragen. Dazu wird das Konzept der Wirkungs- oder Erfolgskette des Relationship Marketing um preisverhaltensrelevante Zielgrößen des Preisaktionseinsatzes erweitert. Anhand dieses Grundmodells analysiert der Autor die auf die Preisaktion bezogenen Wirkungsdimensionen (Preisaktionsbekanntheit, Preisaktionsnutzung und kontingentierungsbedingte Buchungsabweisung) und leitet ein Hypothesengerüst ab. Die empirische Überprüfung nimmt er anhand eines acht Monate umfassenden Paneldatensatzes von Kunden der Deutschen Bahn AG vor. Abschließend präsentiert er Implikationen sowohl für das strategische als auch das operativ-taktische Preismanagement von Dienstleistungsunternehmen im Allgemeinen und Verkehrsdienstleistungsunternehmen im Besonderen.

About the Author: Dr. Benjamin Ballensiefen war wissenschaftlicher Mitarbeiter am Marketing Centrum der Westfälischen Wilhelms-Universität Münster.


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Product Details
  • ISBN-13: 9783834908926
  • Publisher: Gabler Verlag
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 243
  • Series Title: Unternehmensführung Und Marketing
  • Sub Title: Ein Beitrag Zum Behavioral Pricing
  • Width: 170 mm
  • ISBN-10: 3834908924
  • Publisher Date: 26 Jun 2008
  • Edition: 2008 ed.
  • Language: German
  • Returnable: Y
  • Spine Width: 14 mm
  • Weight: 485 gr


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