Kundenwertorientiertes Customer Relationship Management Als Determinante Konomischer Kundenbindung
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Kundenwertorientiertes Customer Relationship Management Als Determinante Konomischer Kundenbindung
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Author : Christian Werner
language : de
Publisher: GRIN Verlag
Release Date : 2009-04-07
Kundenwertorientiertes Customer Relationship Management Als Determinante Konomischer Kundenbindung written by Christian Werner and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-04-07 with Business & Economics categories.
Diplomarbeit aus dem Jahr 2009 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Universität Regensburg, Sprache: Deutsch, Abstract: Der deutsche Handel steht in Analogie zu den europäischen Nachbarländern unter einem wachsenden Wettbewerbs- und Kostendruck. Die aktuellen Markterfordernisse haben bei vielen Handelsunternehmungen zu einer strategischen Neuausrichtung geführt. Denn während in Zeiten florierender Geschäfte noch eine relativ undifferenzierte Marktbearbeitung möglich war, stellt sich zunehmend die Frage, welche Zielgruppen die größte Rentabilität aufweisen. Unter dem Stichwort „Kundenwertorientierung“ findet eine veränderte Akzentuierung des Customer Relationship Managements (CRM) statt. Diese Weiterentwicklung des CRM-Konzeptes unter Kostengesichtspunkten trägt dazu bei, den Aufbau direkter und loyaler Kundenbeziehungen ökonomisch tragbar durchzuführen, somit den Wert des einzelnen Kunden für das Unternehmen kontinuierlich zu steigern und folglich Gewinne und Unternehmenswert zu erhöhen. Im Gegensatz zu Branchen, die von intensiven Kundenbeziehungen geprägt sind, ist jedoch der Nutzen von CRM im Handel weiterhin umstritten, da den Investitionen wenn überhaupt nur mittel- bis langfristige Umsatzzuwächse gegenüberstehen. Mit dem Ziel, die Bedeutung und Möglichkeiten eines kundenwertorientierten CRM am Beispiel des stationären Einzelhandels aufzuzeigen, setzt die vorliegende Arbeit an obiger Problematik an. Hierzu sollen gegenwärtige sowie zukünftige Praktiken der Unternehmen-Kunden-Interaktion zur Veranschaulichung dienen. Gleichsam werden die Entwicklungen aus Kundensicht kritisch hinterfragt. Denn der Handel ist nur in der Lage, sein Angebot personifiziert im Rahmen eines durchgängigen CRM auf den individuellen Kunden abzustimmen, wenn dieser Einschränkungen seiner informationellen Selbstbestimmung akzeptiert. Zur Herstellung des notwendigen Praxisbezuges wurde im Rahmen dieser Arbeit eine Kundenbefragung zum behandelten Thema durchgeführt. Die Ergebnisse und Bewertungen sowie abgeleitete Handlungshinweise für das Management von Handelsunternehmungen sind ein zentraler Bestandteil der Arbeit.
Identifikation Und Analyse Zentraler Determinanten Von Kundenbindung
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Author : Jane Petzold
language : de
Publisher: GRIN Verlag
Release Date : 2010
Identifikation Und Analyse Zentraler Determinanten Von Kundenbindung written by Jane Petzold and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Business & Economics categories.
Masterarbeit aus dem Jahr 2010 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Westfälische Wilhelms-Universität Münster (Marketing Centrum Münster), Sprache: Deutsch, Abstract: Kundenbindung ist sowohl in der Praxis als auch in der Marketing-Forschung ein Thema, das bereits seit vielen Jahren intensiv diskutiert wird. Dabei stehen häufig vor allem diverse Kundenbindungsmaßnahmen wie Bonusprogramme sowie CRM-Programmen mit IT-Fokus im Vordergrund. Zwei Aspekte der Kundenbindung erhalten vor allem in Unternehmen zu wenig Beachtung: eine ganzheitliche Betrachtung der Kundenbindung sowie die Rentabilität. Häufig herrscht auch der Glaubenssatz vor, dass man nur die Kundenzufriedenheit erhöhen müsse und die Kundenbindung würde sich dann schon von selbst einstellen. Den Fokus allein auf die Kundenzufriedenheit zu setzen, greift jedoch zu kurz. Was bei dieser Betrachtungsweise fehlt, ist eine ganzheitliche Sicht. Aus diesem Grund widmet sich diese Arbeit dem Versuch, die Kundenbindung in Ihrer Gesamtheit zu erfassen. Durch die Auswertung der bisher vorliegenden Literatur soll diese Arbeit einen Einblick in die Vielschichtigkeit und Komplexität der Kundenbindung geben und den aktuellen Stand der Wissenschaft aufzeigen. Auf Grund des begrenzten Umfanges dieser Arbeit, können jedoch nicht alle Aspekte und Dimensionen der Kundenbindung in dieser Arbeit Beachtung finden. Der zweite Aspekt der häufig vernachlässigt wird, ist die Rentabilität. Kundenbindung ist kein Selbstzweck. Kundenbindung ist ein Unterziel zur Gewinnmaximierung eines Unternehmens. Um die Auswirkungen und die Effizienz eines Kundenbindungsmanagements zu ermitteln und entsprechende Maßnahmen zu entwickeln, bedarf es entsprechender Messmodelle. Bislang liegen keine Ansätze vor, die praktikabel und valide genug sind und die Kundenbindung in ihrer Gesamtheit erfassen. Um diese Ansprüche zu erfüllen, sind die Erfassung der Kundenbindung in ihrer Mehrdimensionalität, die Entstehung der Kunden
Gartner Crm Model And Building Relationships With Customers
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Author : Silvia Stamenova
language : en
Publisher:
Release Date : 2018-05-16
Gartner Crm Model And Building Relationships With Customers written by Silvia Stamenova and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-05-16 with categories.
Academic Paper from the year 2018 in the subject Hotel Industry / Catering, grade: 6, Anglia Ruskin University, language: English, abstract: The aim of this briefing document is to assess the importance of all eight Gartner building blocks for the existence of successful CRM. This is particularly important as one of the CRM definitions states that the customer relationship management strategy (CRM) represents, in fact, the process of regulation of all the aspects of the company's synergy with its prospective customers, sales and service. In brief, that is the reason why any kind of fragmentation of its functions should be avoided and the latter is presented in the case of Firmdale Hotels. Additionally, the Gartner CRM model and the activities where customers are personally and repeatedly involved are given priority. Also, its purpose is to describe how the productive usage of CRM software establishes information, providing the value proposition for a given client; the transition of assets also helps to fulfil customer needs in a better way. Firmdale Hotels like many other organizations need to be able to include all the "eight building blocks" in their everyday activities.
Integration Of Enterprise Resource Planning Erp And Customer Relationship Management Crm For Quality Service Delivery
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Author : Markos Mulat
language : en
Publisher: GRIN Verlag
Release Date : 2017-12-15
Integration Of Enterprise Resource Planning Erp And Customer Relationship Management Crm For Quality Service Delivery written by Markos Mulat and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-12-15 with Business & Economics categories.
Master's Thesis from the year 2016 in the subject Business economics - Business Management, Corporate Governance, grade: 3.92, Addis Ababa University (Business and Economics), course: Public Management and Policy, language: English, abstract: Service quality and customer satisfaction are very important concepts that companies must understand in order to remain competitive in business and hence grow and in the process of delivering quality service, technology plays a larger role. The purpose of this study was to explore the achievements, pinpoint the challenges and scrutinize the prospects of integrating Enterprise Resource Planning (ERP) & Customer Relationship Management (CRM) and analyze their impact on quality service delivery in Ethiopian Airlines. A structured questionnaire was designed, pretested, modified, and self-distributed to senior executives, employees and customers of the company to capture data. A total sample of 165 were taken as a respondent. Out of these, 115 were employees of the company and 50 were customers who have made a flight with Ethiopian airlines on any route. Quantitative & qualitative techniques were selected to collect the data. Non-probability purposive sampling was used during the selection of the sample. The SPSS computer package was used to analyze the collected data. Feedbacks received from 84 employees and 45 customers were analyzed & the response rate was 73.1 and 90 percent respectively. The analysis of employee responses revealed that the integrated systems has improved various functions of different department in the company by acting as a catalyst to support the tactical planning processes, ensures the right number and kinds of people at the right place and right time, reduced the financial cycle closing time and improve the supply chain performance by adding value to the company. In addition, since the integration, the company is enjoying the ultimate benefit of all-in-one system that can decrease errors, lower cycle times, reduces turnaround time, and support management decisions. The findings also indicated that delivering high quality service increase customer satisfaction, which in turn leads to high level of customer commitment and loyalty. Several challenges were also pointed out among which included lack of finance to update and maintain the systems, lack of expertise in IT to operate the systems, lack of training and development of staff on the systems. The study also assessed the perception of the customers about the quality of the service delivered by the Ethiopian Airlines by using five dimensions of the SERVQUAL model.
Future Telco
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Author : Peter Krüssel
language : en
Publisher: Springer
Release Date : 2018-07-23
Future Telco written by Peter Krüssel and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-07-23 with Business & Economics categories.
This book examines the extensive changes in markets, technologies and value chains that telecommunication companies are currently confronted with. It analyzes the crossroads they have reached and the choices that now need to be made – to be a bit pipe or a trendsetter of digitalization. Based on an analysis of the key challenges for telcos, the book derives future market scenarios and puts forward recommendations for how they can successfully position themselves. It proposes a framework based on seven “levers,” which addresses concrete measures in each step of the value chain, ranging from technology, IT and processes, to innovation, marketing and sales issues. The book discusses the current challenges and provides both general recommendations and concrete solutions. Respected experts illustrate innovative strategic and technical trends and provide insights gained in real-life transformation projects. Recent developments in the areas of regulation, product development, competition between over-the-top (OTT) providers and telcos, as well as technical innovations like 5G, SDN/NFV, LEO satellites and MEC are discussed. Accordingly, practitioners, managers and researchers alike will benefit from the book’s wealth of examples and up-to-date insights.
Relationship Marketing
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Author : Manfred Bruhn
language : en
Publisher: Pearson Education
Release Date : 2003
Relationship Marketing written by Manfred Bruhn and has been published by Pearson Education this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Business & Economics categories.
'Relationship Marketing' delivers a comprehensive unifying principle with which to approach the subject. Current debates are examined to develop both a theoretical and conceptual approach to the topic.
Social Customer Relationship Management
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Author : Rainer Alt
language : en
Publisher: Springer Nature
Release Date : 2019-08-29
Social Customer Relationship Management written by Rainer Alt and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-08-29 with Business & Economics categories.
Social media has received considerable attention, and many potential benefits, as well as concerns, are now being discussed. This book explores how social media can successfully support business processes in marketing, sales and service in the context of customer relationship management (CRM). It presents the fundamentals of Social CRM and shows how small and large companies alike have implemented it. In turn, the book presents analytic and operational software tools that offer features for enhancing and streamlining interactions with customers. The book concludes with an overview of essential design areas that businesses need to bear in mind when introducing social media into their CRM strategies. In this regard, it also points out key success factors, limitations, and data protection aspects.
The Marketing Strategy Continuum
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Author : Christian Grönroos
language : en
Publisher:
Release Date : 1990
The Marketing Strategy Continuum written by Christian Grönroos and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1990 with Marketing categories.
The Importance Of Customer Relationship Management In Business Marketing
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Author : Robert Stolt
language : en
Publisher: GRIN Verlag
Release Date : 2010-12-15
The Importance Of Customer Relationship Management In Business Marketing written by Robert Stolt and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-12-15 with Business & Economics categories.
Essay from the year 2010 in the subject Business economics - Customer Relationship Management, CRM, grade: A, University of St Andrews, language: English, abstract: An increased competitive situation on the basis of similar products, scarce resources, advancements in technology and changes in customer behaviour are forcing companies to consider a sustained and efficient structure of the provision of their services over and above a strong customer orientation. Customer relationship management (CRM), as a part of strategic marketing, can be seen as the emerging management paradigm, with which companies seek to respond to these changing market conditions. Through the adoption of a CRM system, companies are able to collect and evaluate specific knowledge about their customers in a systematic way, hence primarily improving customer service and customer loyalty. Until recently, companies ignored the importance of this, which lead to a loss of customers and thus a decrease in profitability. Beyond that, the fact that companies neglect their customers is oftentimes intensified by a lack of appropriate equipment, tools or project management methods. Estimates by some market observers even state that nearly 70 - 80% of all CRM projects fail or do not attain the intended target. Nevertheless, CRM can be an effective and profitable cross-functional management tool for attaining a lasting exchange with customers across all their points of contact and access with a personalised treatment of the most beneficial customers in order to ascertain customer retention and the effectiveness of marketing initiatives. The adoption of an effective customer relationship management within the field of business-to-business (B2B) marketing is therefore essential, as companies have to be exceedingly responsive to individual customer preferences, equally requiring a differentiated sales approach in order to raise customer profitability. The objective of this paper is to provide a clear overview of the importance of customer relationship management. The coursework is divided into five chapters. Initially, the general theoretic foundations of customer relationship management are explained in chapter two. Thereafter, the specific advantages of adopting a CRM approach for business organisations will be outlined in chapter three. Chapter four describes a framework of CRM explaining the ideas and techniques within a business marketing context. Finally, in a retrospective analysis of the paper, the research findings will be analysed and an outlook of the future development of CRM in business marketing will be given.
Trust
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Author : Guido Mollering
language : en
Publisher: Emerald Group Publishing
Release Date : 2006-04-06
Trust written by Guido Mollering and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-04-06 with Psychology categories.
"Trust: Reason, Routine, Reflexivity".