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Treiber und Auswirkungen von Preiskomplexitt

Treiber und Auswirkungen von Preiskomplexitt

Brand
Springer Nature
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N/A
Part Number
0
GTIN
9783658111519
Condition
New
Product Description

Auf Basis eines empirisch-experimentellen Forschungsprogramms untersucht Steffen Wrtz in neun Studien im Kontext unterschiedlicher Dienstleistungsbranchen die Treiber der Preiskomplexitt, die Konsumentenwahrnehmung von Preiskomplexitt und die Auswirkungen auf potentielle Kaufentscheidungen. Er zeigt, dass Konsumenten im tglichen Leben insbesondere im Dienstleistungssektor hufig mit komplexen Einkaufssituationen konfrontiert sind. Die optimale Preisgestaltung eines Dienstleistungstarifes stellt eine zentrale Herausforderung fr die Unternehmenspraxis dar.

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