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Kundenbindungsmanagement im Einzelhandel
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Vor dem Hintergrund anhaltend rcklufiger Konsumausgaben und zunehmend verschrften Wettbewerbs im Einzelhandel nimmt die Bedeutung der Kundenorientierung stetig zu. Andreas Fuchs untersucht den Wirkungszusammenhang von Kundenzufriedenheit, Kundenbindung und Kundenprofitabilitt kausalanalytisch und zeigt, dass auch in klein- und mittelstndischen Handelsbetrieben erhebliche Profitabilittsreserven durch systematische Analysen von Kundenportfolios erschlossen werden knnen.
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