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Kundenrckgewinnungsmanagement im stationren Einzelhandel
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Das Management von Kundenbeziehungen leistet einen wichtigen Beitrag zum Unternehmenserfolg. Insbesondere die Rckgewinnung abgewanderter Kunden geniet in diesem Zusammenhang eine stetig wachsende Bedeutung. Falk Ritschel untersucht die Umsetzung eines strategischen Kundenrckgewinnungsmanagements im stationren Einzelhandel. Dazu wird der klassische Prozess der Kundenrckgewinnung unter Bercksichtigung der Besonderheiten des stationren Einzelhandels erweitert. Die empirische Untersuchung sowie die daraus entwickelten Kennzahlen geben wichtige Hinweise fr eine Implementierung in der Handelspraxis.
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