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Dualer Kundenwert und Kundenwertsteuerung auf Massenmrkten
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Diese Arbeit befasst sich mit der integrierten Betrachtung des Wertes fr Kunden (Customer Perceived Value) und den Wert der Kunden fr Unternehmen (Customer Lifetime Value) im Commodity-Markt. Ziel dieser normativ geprgten Arbeit ist es, ein Framework zu entwickeln, anhand dessen sich das Marketing steuern lsst. Dazu werden sowohl Befragungsdaten als auch reale Transaktionsdaten eines Tankstellenbetreibers verwendet. Es wird gezeigt, dass Kunden mittels des Frameworks segmentiert, bewertet und priorisiert werden knnen. Schlielich werden anhand dessen Manahmen abgleitet und deren Effizienz mittels des Customer Lifetime Value gemessen.
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