December 2014
Beginner to intermediate
706 pages
24h 45m
German
Content preview from Marketing-Management in der Hotellerie, 3rd Edition
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3 Management von Kundenbeziehungen in der Hotellerie
3.1 Zur Bedeutung eines kundenbezogenen Beziehungsmanagement im Marketing-Management
Strategisches Oberziel eines kundenbezogenen Beziehungsmanagement ist es, die Anziehungskraft einer einmal erzielten Kundenzufriedenheit zu nutzen, um die Bereitschaft eines Kunden zum Anbieter- bzw. Markenwechsels zu verringern und damit einhergehend dessen Wiederkaufrate zu erhöhen. Weitere Ziele sind die Immunisierung gegenüber den Angeboten der Wettbewerber, die Verringerung der Preissensitivität der Konsumenten, der Aufbau von Markteintrittsbarrieren sowie die Risikoreduktion durch die aktive Gestaltung eines ausgewogenen Kundenportfolios, das sowohl Stanmmkunden als auch Neukunden umfasst. Die auch ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.