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Der Multi Channel Customer als moderner Konsument - eine Einführung zur Verbesserung der Interaktion zwischen Unternehmen und Kunden
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ISBN10: 3868152113
ISBN13: 9783868152111
Publisher: Igel Verlag Gmbh
Published: May 26 2009
Pages: 76
Weight: 0.24
Height: 0.18 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783868152111
Publisher: Igel Verlag Gmbh
Published: May 26 2009
Pages: 76
Weight: 0.24
Height: 0.18 Width: 5.83 Depth: 8.27
Language: German
Schon seit einigen Jahren ist zu beobachten, dass sich durch Fortschritte in der Informations- und Kommunikationstechnologie neue Möglichkeiten der Interaktion zwischen Unternehmen und Kunden ergeben. Ein Kunde kann dabei oftmals über den gesamten Kaufprozess hinweg unterschiedliche Kanäle eines einzelnen Anbieters zur Kommunikation mit dem Unternehmen sowie zur Information und zur Beschaffung von Produkten und Dienstleistungen nutzen. So könnte sich der Kunde beispielsweise auf der Internetseite eines Unternehmens genauer über ein Produkt informieren, es dann über ein Callcenter bestellen und schlie lich in einer Filiale reklamieren. Kunden mit entsprechenden multioptionalen Ansprüchen werden als Multi Channel Customer bezeichnet. Da der Anteil der Konsumenten mit einem solchen Verhaltensmuster mittlerweile auf 35-70% geschätzt wird, führt dies unweigerlich zu gro em und akutem Handlungsbedarf im Marketing und Vertrieb von Unternehmen, was wiederum ein grundlegendes verhaltensbezogenes Verständnis des Multi Channel Customer notwendig macht. Bisherige Studien zum Thema stammen vor allem aus der Marketing- und hier insbesondere aus der CRM-, Distributions- und Handelsforschung. Hinzu kommen neuere Methoden, vorzugsweise aus der Erforschung von Kundenkontakten und deren Sequenzen. Sven Müller stellt wesentliche inhaltliche Erkenntnisse vor und analysiert das Untersuchungsdesign, die Messinstrumente und -methoden, sowie die Durchführung und Datenauswertung dieser Studien.
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