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Kundenbindung im gewerblichen Automobilmarkt

Kundenbindung im gewerblichen Automobilmarkt

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834960023
Condition
New
Product Description

Obwohl 60 Prozent der Automobil-Neuzulassungen in Deutschland auf den gewerblichen Bereich fallen, wurde dieses wichtige Segment bislang in der Marketingliteratur vernachlssigt. Andreas Meyer entwickelt ein umfassendes Kundenbindungsmodell, in dem er Kundenzufriedenheit, Wechselbarrieren und Wechselmotive als Determinanten bercksichtigt. Er unterzieht das Modell einer gro angelegten empirischen berprfung bei 465 Fuhrparkverantwortlichen deutscher Unternehmen. Automobilhersteller und -hndler knnen auf der Basis der Ergebnisse ihre Aktivitten zur Bindung ihrer Gewerbekunden optimal ausrichten.

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