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 Authentizitaet und Berechenbarkeit als Voraussetzung fuer Kundenvertrauen und langfristige Kundenbindung im Handel Consumer Confusion.
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Authentizitaet und Berechenbarkeit als Voraussetzung fuer Kundenvertrauen und langfristige Kundenbindung im Handel Consumer Confusion.

автор Lukas H. издательство Книга по Требованию Искусство управления в организации
Cтраниц 168        мягкая обложка       
Аннотация:Durch diese ausufernde Angebotsvielfalt ist der Kunde zunehmend ueberfordert. Der Umstand, dass sich der Kunde zunehmend hybrid und sprunghaft verhaelt, veranlasst viele Haendler dazu, das Sortiment staendig zu erweitern, um auf diesem Weg moeglichst viele Beduerfnisse der Konsumenten zu befriedigen. Vertrauen, Einkaufsstaettenloyalitaet und Preisbereitschaft der Kunden sollten dadurch zurueck gewonnen bzw. weiter gesteigert werden koennen. Dazu muessen intuitive Entscheidungen und Reaktionismus durch fundiertes Fachwissen und eine nachhaltige, dauerhafte Strategie ersetzt werden. Der Preis und ein ueberschaubares Warenangebot, wo man keine laestige Qual der Wahl hat, werden haeufig zum letzten „Rettungsanker“ fuer orientierungslose Konsumenten. Handelsunternehmen sollten ihren Kunden zukuenftig vermehrt Orientierung bieten, um kaufhemmende „Konsumentenverwirrung“ zu vermeiden. Geringe Renditen, Sortimentsausweitung und Discountausbreitung sind einige Kernherausforderungen, die Handelsunternehmen derzeit besonders beschaeftigen. Dies erklaert sicherlich zum Teil den anhaltenden Erfolg und die weitere Ausbreitung der Discounter.
Автор: Lukas H.
Издательство: Книга по Требованию
Год:2009
Цена:
2768 руб
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Поиск: Authentizitaet und Berechenbarkeit als Voraussetzung fuer Kundenvertrauen und langfristige Kundenbindung im Handel Consumer Confusion.
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