Instrumente zur Kundenbindung im Internet (German Edition) Book PDF, ePub eBook

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Book Descriptions:
Die Studie "Kundenbindung im Internet" untersucht das Phänomen der Kundenbindung am Beispiel eines Finanzportals unter Berücksichtigung einer empirischen Studie. Nach Würdigung der Rahmenbindungen von Kundenbindung im Internet werden die Instrumente der Kundenbindung im Netz dargestellt. Diese unterteilen sich in die originären und die sekundären Instrumente. Die "4 I's" Integration, Interaktivität, Individualisierung und Information bilden die originären Instrumente, aus denen sich die sekundären Instrumente Community, Online-Beratung, Personalisierung und Content ableiten. Im Rahmen dieses Kapitels wird dargestellt, unter welchen Bedingungen insbesondere die sekundären Instrumente in der Lage sind, Kunden zum erneuten Click auf eine Webpage zu bewegen. Dabei wird insbesondere der Frage nachgegangen, inwiefern der Kunde tatsächlich eine Community oder Online-Beratung auf Seiten eines Finanzportals wünscht. Ein besseres Verständnis über den Content eines Finanzportals soll im folgenden Kapitel auf Basis einer empirischen Studie mit mehr als 100 Probanden gegeben werden. Im Rahmen der Studie werden den Probanden fünf "nachgebaute" Musterfinanzportale mit unterschiedlichen Ausstattungsmerkmalen vorgelegt. Zwei dieser Portale sind exakte Nachbauten aus der Praxis, ohne daß der Proband darauf aufmerksam gemacht wurde. Die Auswertung dieser Studie bildet den Schwerpunkt des vorletzten Kapitels. Abgeschlossen wird die Arbeit mit einem Ausblick und einer Würdigung des Ergebnisses. Die Arbeit wird abgerundet durch Interviews mit Kundenbindungs-Experten aus den Bereichen Unternehmensberatung, Multimedia, Discount-Broker und Start-Up.

Instrumente zur Kundenbindung im Internet (German Edition) by Julius Grote

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