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Commitment in Kundenbeziehungen
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Zur langfristigen Bindung wertvoller Kunden ist die genaue Kenntnis der zugrundeliegenden Form des Commitments eine entscheidende Voraussetzung. Melchior David Bryant entwickelt Instrumente zur Messung solcher Commitment-Formen, untersucht anbieter- und wettbewerbsbezogene Einflussfaktoren und deckt deren Wirkungen auf den Beziehungserfolg auf. Darber hinaus formuliert der Autor zielgruppenspezifische Empfehlungen fr das wertorientierte Kundenbeziehungsmanagement.
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