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Konsequenzen der Prämieneinlösung in Kundenbindungsprogrammen

Konsequenzen der Prämieneinlösung in Kundenbindungsprogrammen

Marc Schnöring

90,90 €
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Editorial:
Springer Nature B.V.
Año de edición:
2015
Materia
Ventas y marketing
ISBN:
9783658121686
90,90 €
IVA incluido
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Sobre IBD

Auf Basis verhaltenswissenschaftlicher Theorienleitet Marc Schnöring Hypothesen zur Wirkung der Prämieneinlösung auf dieKundenbindung ab. Er überprüft diese mittels einer Feldstudie mit realenVerhaltensdaten und eines Laborexperiments empirisch. Der Autor weist denpositiven Einfluss der Prämieneinlösung auf die Kundenbindung nach und zeigt,dass der Effekt der Prämieneinlösung von bestimmten Kundencharakteristika sowievon dem relativen Anteil der eingelösten Prämienpunkte abhängt.

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