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Kundenbindungsmanagement in verschiedenen Marktphasen
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Sowohl in der Unternehmenspraxis als auch in der betriebswirtschaftlichen Theorie findet die Wechselbeziehung von Kundenbindung und Marktwachstum starke Beachtung. Diese Diskussion hat sich bisher allerdings auf die Analyse des Kundenbindungsmanagements in gesttigten Mrkten beschrnkt. Unter Einbeziehung des Aspekts des Marktwachstums analysiert Kai Kunze die Wirkungszusammenhnge von Kundenbindung, Kundenzufriedenheit und Unternehmenserfolg. Im Mittelpunkt der Betrachtung steht die Frage nach der Erfolgswirksamkeit verschiedener Kundenbindungsinstrumente in wachsenden und stagnierenden Mrkten.
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