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Zusammenhang zwischen Kundenzufriedenheit und Kundenloyalitt

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Product Details

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834942753
Condition
New
Product Description

Trotz der zahlreichen empirischen Untersuchungen des Zusammenhangs zwischen Kundenzufriedenheit und Kundenloyalitt, ist sich die Wissenschaft bezglich der Einflussstrke der Kundenzufriedenheit auf die Kundenloyalitt und der funktionalen Form des Zusammenhangs zwischen den beiden Konstrukten nicht einig. Fr die Praxis ist diese Information allerdings entscheidend, um Investitionen in die Kundenzufriedenheit mit dem Ziel die Kundenloyalitt zu steigern effizient planen zu knnen. In einer grozahligen empirischen Untersuchung wurde der Zusammenhang zwischen Kundenzufriedenheit und Kundenloyalitt ber jeweils unterschiedliche Segmente und Unternehmensmarken der Automobilindustrie untersucht. Die Ergebnisse zeigen, dass die Automobilindustrie in Abhngigkeit von dem Segment respektive der Unternehmensmarke durch einen starken und konstanten oder durch einen schwachen und nicht konstanten Einfluss derKundenzufriedenheit auf die Kundenloyalitt gekennzeichnet ist.

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