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Springer Nature
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Die Themen Kundenorientierung und -zufriedenheit finden in Forschung und Unternehmenspraxis hohe Beachtung, und zahlreiche Publikationen befassen sich mit entsprechenden Konzepten und Handlungsanleitungen. Allerdings liegt bisher kein Instrument zur berprfung einer erfolgreichen Umsetzung vor. Ausgehend von einer fundierten Analyse wissenschaftlicher Konzepte zur Kundenorientierung sowie zur Messung von Kundenzufriedenheit und -bindung entwickelt Thomas Buerle einen Kriterienkatalog, der wesentliche Themenbereiche beinhaltet und Unternehmen ermglicht zu bewerten, ob sie sich tatschlich auf einem erfolgreichen Weg befinden. Beispielhafte Kriterien sind die strategische Verankerung von Kundenorientierung, operative Umsetzung, z.B. durch Kundenbindungsmanagement, die Gestaltung erforderlicher Rahmenbedingungen sowie die Messung kundenbezogener Ergebnisse.

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