Multi-channel management im spannungsfeld von kundenzufriedenheit und organisation (Multi-channel management in the interaction between customer and organization)

Evanschitzky, H. and Ahlert, D. (2006) Multi-channel management im spannungsfeld von kundenzufriedenheit und organisation (Multi-channel management in the interaction between customer and organization). Thexis, 4. pp. 21-25.

Abstract

Technological developments such as the massive development of the Internet have led to a growing share of the distribution chains, in particular in trade, at least partly to lapse. Das Management von Kundenkontakten stellt Unternehmen vor neue Herausforderungen, da der multioptionale Konsument zur Realität geworden ist. The management of customer contacts provides companies with new challenges, since the multi-option consumer has become a reality. Vor diesem Hintergrund wird mittels dreier empirischer Studien, durchgeführt vom Institut für Handelsmanagement und Netzwerkmarketing, ein Modell der Zufriedenheit von Konsumenten im Internet hergeleitet, welches den Unternehmen neue Ansatzpunkte präsentiert, um erfolgreich im Markt zu bestehen. Against this background, it is deduced by means of three empirical studies conducted by the Institute of Retail Management and network marketing, a model of satisfaction of consumers on the Internet, which the company will present new approaches in order to compete successfully in the market.

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