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Consumer Sophistication
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Wissenschaft und Praxis stimmen darin berein, dass zufriedene Kunden loyale Kunden sind und einen wichtigen Beitrag zum langfristigen Unternehmenserfolg leisten. Unklarheit besteht indessen bezglich der Variablen, welche die Kundenzufriedenheit und -loyalitt beeinflussen. Nicola Sauer untersucht ein Konzept der Konsumentenverhaltensforschung, Consumer Sophistication, das in positivem Zusammenhang mit den beiden Konstrukten steht und positiv mit der Kaufentscheidungseffizienz verknpft ist. Theoretische und empirische Analysen zeigen, dass ein Verbraucher, der "sophisticated" ist, ber vielfltige Konsumerfahrungen verfgt, im Konsumkontext effizient handelt und Freude am Kaufen und Konsumieren hat. Es knnen wichtige Handlungsempfehlungen fr die Praxis abgeleitet werden.
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