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Kundenbindung durch Kundenintegration auf Industriegtermrkten
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Am Beispiel der Elektronikbranche operationalisiert die Autorin verhaltenswissenschaftlich die Kundenintegration auf Industriegtermrkten. Unter Bercksichtigung modellrelevanter Konstrukte wie Kundenzufriedenheit und Wechselkosten untersucht sie die Wirkung der kundenintegrativen Aktivitten des Anbieters auf die Kundenbindung. Die soziale Steuerung durch den Anbieter in der Interaktion mit dem Kunden wird als zentrale Erfolgsgre fr die Kundenbindung identifiziert.
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