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Aufbau von Vertrauen in Dienstleistungsinteraktionen durch Instrumente der Kommunikationspolitik - dargestellt am Beispiel der Beratung kleiner und mittlerer Unternehmen -

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  • Enke, Margit
  • Greschuchna, Larissa
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    Abstract

    Veränderte Marktbedingungen stellen hohe Anforderungen an das Marketing von Dienstleistungsunternehmen. Um langfristig am Markt bestehen zu können, ist es für einen Dienstleistungsanbieter entscheidend, das Vertrauen seiner Kunden zu gewinnen. Aufbauend auf theoretischen Grundlagen werden am Beispiel der Beratung kleiner und mittlerer Unternehmen in der vorliegenden Arbeit Möglichkeiten zum Vertrauensaufbau anhand ausgewählter Kommunikationsinstrumente aufgezeigt und Thesen abgeleitet. -- Facing an increasing competition, service providers are forced to develop trust and commitment in order to stabilize and extend their market position. Based upon a theoretical framework, the paper discusses strategies to provide trust applying appropriate communication instruments. The paper investigates consulting services for small and medium sized companies and, therefore, draws hypotheses how consulting companies are enabled to create and enhance trust using communication instruments.

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    Bibliographic Info

    Paper provided by TU Bergakademie Freiberg, Faculty of Economics and Business Administration in its series Freiberg Working Papers with number 2005,06.

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    Date of creation: 2005
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    Handle: RePEc:zbw:tufwps:200506

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    Keywords: Dienstleistungsmarketing; Kommunikationspolitik; Unternehmensberatung; kleine und mittlere Unternehmen; Vertrauen; service marketing; promotion; consulting; small and medium sized enterprises; trust;

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    References

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    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
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    1. Fritsch, Michael, 2002. "Does R&D-cooperation behavior differ between regions?," Freiberg Working Papers 2002,04, TU Bergakademie Freiberg, Faculty of Economics and Business Administration.
    2. Körnert, Jan & Wolf, Cornelia, 2002. "Das Ombudsmannverfahren des Bundesverbandes deutscher Banken im Lichte von Kundenzufriedenheit und Kundenbindung," Freiberg Working Papers 2002,01, TU Bergakademie Freiberg, Faculty of Economics and Business Administration.
    3. Michael Fritsch, 2004. "Cooperation and the efficiency of regional R&D activities," Cambridge Journal of Economics, Oxford University Press, vol. 28(6), pages 829-846, November.
    4. Fritsch, Michael & Mueller, Pamela, 2004. "The effect of new firm formation on regional development over time," Freiberg Working Papers 2004,01, TU Bergakademie Freiberg, Faculty of Economics and Business Administration.
    5. Franck, Egon, 2001. "Warum gibt es Stars? Drei Erklärungsansätze," Wirtschaftsdienst – Zeitschrift für Wirtschaftspolitik (1998 - 2007), ZBW – German National Library of Economics / Leibniz Information Centre for Economics, vol. 81(1), pages 59-64.
    6. Michael Fritsch, 2002. "Measuring the Quality of Regional Innovation Systems: A Knowledge Production Function Approach," International Regional Science Review, , vol. 25(1), pages 86-101, January.
    7. David Audretsch & Michael Fritsch, 2002. "Growth Regimes over Time and Space," Regional Studies, Taylor & Francis Journals, vol. 36(2), pages 113-124.
    8. Michael Fritsch, 2004. "Entrepreneurship, Entry and Performance of New Businesses Compared in two Growth Regimes: East and West Germany," Papers on Entrepreneurship, Growth and Public Policy 2004-41, Max Planck Institute of Economics, Entrepreneurship, Growth and Public Policy Group.
    9. Fritsch, Michael, 2003. "Zum Zusammenhang zwischen Gründungen und regionaler Entwicklung," Freiberg Working Papers 2003,04, TU Bergakademie Freiberg, Faculty of Economics and Business Administration.
    10. Fritsch, Michael & Mueller, Pamela, 2004. "Regional growth regimes revisited - the case of West Germany," Freiberg Working Papers 2004,06, TU Bergakademie Freiberg, Faculty of Economics and Business Administration.
    11. Fritsch, Michael, 2002. "How and why does the efficiency of regional innovation systems differ?," Freiberg Working Papers 2002,05, TU Bergakademie Freiberg, Faculty of Economics and Business Administration.
    12. Michael Fritsch, 2000. "Interregional Differences in R&D Activities—An Empirical Investigation," European Planning Studies, Taylor & Francis Journals, vol. 8(4), pages 409-427, August.
    13. Fritsch, Michael, 2003. "Do regional systems of innovation matter?," Freiberg Working Papers 2003,03, TU Bergakademie Freiberg, Faculty of Economics and Business Administration.
    14. Michael Fritsch & Pamela Mueller, 2004. "The Effects of New Business Formation on Regional Development over Time," Papers on Entrepreneurship, Growth and Public Policy 2004-36, Max Planck Institute of Economics, Entrepreneurship, Growth and Public Policy Group.
    15. Fritsch, Michael, 2003. "Von der innovationsorientierten Regionalförderung zur regionalisierten Innovationspolitik," Freiberg Working Papers 2003,06, TU Bergakademie Freiberg, Faculty of Economics and Business Administration.
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