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Kundenbindung durch Kundenintegration auf Industriegütermärkten

Kundenbindung durch Kundenintegration auf Industriegütermärkten

Silke Scheutzow

89,89 €
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Editorial:
Springer Nature B.V.
Año de edición:
2016
Materia
Ventas y marketing
ISBN:
9783658155285
89,89 €
IVA incluido
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Sobre IBD

Am Beispiel der Elektronikbranche operationalisiert die Autorin verhaltenswissenschaftlich die Kundenintegration auf Industriegütermärkten. Unter Berücksichtigung modellrelevanter Konstrukte wie Kundenzufriedenheit und Wechselkosten untersucht sie die Wirkung der kundenintegrativen Aktivitäten des Anbieters auf die Kundenbindung. Die soziale Steuerung durch den Anbieter in der Interaktion mit dem Kunden wird als zentrale Erfolgsgröße für die Kundenbindung identifiziert.

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