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Innengerichtetes, identittsbasiertes Markenmanagement in Call Centern

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Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834986054
Condition
New
Product Description

Trotz Boom leidet die Call Center-Branche unter erheblichen Qualittsproblemen. Daher stellt der Aufbau von Brand Commitment (psychologische Markenverbundenheit) von Call Center Agents eine Herausforderung fr Unternehmen dar. Verena Knig zeigt, welchen Beitrag das innengerichtete, identittsbasierte Markenmanagement in Call Centern fr einen langfristigen Markenerfolg leisten kann. Im Rahmen einer empirischen Untersuchung, die in Kooperation mit einem groen deutschen Medienunternehmen durchgefhrt wurde, klrt sie, mit welchen Manahmen das Brand Commitment beeinflusst werden kann und welche Wirkungsunterschiede zwischen internen und externen Call Center Agents bestehen.

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