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Kundenzufriedenheit und Involvement
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Kundenzufriedenheit ist wesentliche Voraussetzung fr langfristigen Unternehmenserfolg. Faktoren wie Markenloyalitt, Wiederkaufverhalten, Einstellungsnderungen, Word-of-Mouth und Beschwerdeverhalten stehen hiermit in engem kausalen Zusammenhang. Kurt Matzler untersucht, auf welche Weise Kundenzufriedenheit entsteht, welche Zusammenhnge zwischen Produkteigenschaften und Kundenzufriedenheit bestehen und welche Rolle dabei die Tiefe der Informationsverarbeitung des Kunden spielt.
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