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Konsumentenwert: Konzeptualisierung Und Analyse Der Wirkungen Auf Zufriedenheit Und Loyalität Am Beispiel Eines Festivals
Paperback
Series: Markenkommunikation Und Beziehungsmarketing
ISBN13: 9783658027353
Publisher: Springer Gabler
Published: Sep 24 2013
Pages: 300
Weight: 0.86
Height: 0.68 Width: 5.83 Depth: 8.27
Language: German
Welche Eigenschaften Marktangebote wertvoll für Konsumenten machen, gehört zu den wichtigsten Fragen im Marketing. Bisherige Ansätze fokussieren nur auf individuumsbezogene Wert-Facetten. Steffen Jahn entwickelt erstmalig eine Typologie des Konsumentenwertes, welche die kollektiven Aspekte des Konsums und deren Bedeutung für das Konsumerlebnis angemessen berücksichtigt. Das komplexe Messmodell, das den Konsumentenwert in seiner Wirkung auf Loyalität und Zufriedenheit analysiert, wird einer anspruchsvollen empirischen Überprüfung unterzogen. So kann der Autor die Beliebtheit von Facebook, Multi-Player-Computerspielen oder Festivals erklären. Mit einer empirischen Untersuchung weist er zusätzlich nach, dass kollektiv-orientierter Konsumentenwert den Unternehmenserfolg positiv beeinflusst.
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