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Vertrauen in Kundenbeziehungen
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Vertrauen ist eine wesentliche Ressource fr die Zusammenarbeit zwischen Anbietern und Kunden. In der postmodernen Gesellschaft sind beide Seiten auf Kooperation angewiesen. Ohne Vertrauen fhren gemeinsame Beziehungen jedoch selten zu den erwnschten Resultaten. Alexander Rossmann zeigt auf, wie sich das Vertrauen von Kunden stimulieren lsst und welche Verhaltensweisen zu vermeiden sind. Dabei werden personale und organisationale Vertrauensstrategien konzeptionell entwickelt und am Beispiel der IT-Branche empirisch untersucht. Eine Analyse der Auswirkungen von Vertrauen bietet differenzierte Einblicke in die Chancen und Risiken von Vertrauen aus Anbieter- und Kundenperspektive.
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