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Kundenstolz im B2C-Bereich

Kundenstolz im B2C-Bereich

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658173944
Condition
New
Product Description

Julia Rmhild bietet durch die Integration des Phnomens Kundenstolz in das Relationship Marketing einen weiteren Erklrungsansatz fr das Kundenverhalten. Fr die Operationalisierung von Kundenstolz verbindet die Autorin emotionspsychologische Erkenntnisse mit ausgewhlten Anstzen der Marketingtheorie. Sie untersucht dabei in einem zweistufigen Forschungsprozess, welcher qualitative und quantitative Elemente erkenntnisorientiert verbindet, die Ursachen und Konsequenzen von Kundenstolz und zeigt Implikationen fr Theorie und Praxis des Relationship Marketing im B2C-Bereich auf.

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