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Customer Engagement durch KMU-Loyalitätsprogramme? Eine Status-Quo-Analyse am Beispiel der Weinwirtschaft

Author

Listed:
  • Heimers, Regine
  • Rüger-Muck, Edith
  • Theuvsen, Ludwig

Abstract

In den letzten Jahren wurde in der Marketingforschung und in der Marketingpraxis Customer Engagement (CE) als entscheidender Einflussfaktor für die Kundenloyalität gehandelt. Unternehmen können CE durch Kontaktpunkte und für den Kunden relevante Anreize fördern. Loyalitätsprogramme können hierbei eine Schlüsselrolle spielen. Ob Unternehmen, speziell kleine und mittlere (KMU), bei der Ausgestaltung ihrer Loyalitätsprogramme CE berücksichtigen, ist fraglich. Mit Fokus auf KMU in der Weinwirtschaft wurden deshalb 60 B2C-Loyalitätsprogramme mittels der empirischen Methode der Inhaltsanalyse anhand ausgewählter CE-Parameter untersucht.

Suggested Citation

  • Heimers, Regine & Rüger-Muck, Edith & Theuvsen, Ludwig, 2017. "Customer Engagement durch KMU-Loyalitätsprogramme? Eine Status-Quo-Analyse am Beispiel der Weinwirtschaft," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 2(01/2017), pages 62-73.
    • Handle: RePEc:zbw:afmpwm:261123
    DOI: 10.15459/95451.12
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    References listed on IDEAS

    as
    1. V. Kumar & Werner Reinartz, 2018. "Customer Relationship Management," Springer Texts in Business and Economics, Springer, edition 3, number 978-3-662-55381-7, June.
    2. V. Kumar & Werner Reinartz, 2012. "Strategic Customer Relationship Management Today," Springer Texts in Business and Economics, in: Customer Relationship Management, edition 2, chapter 1, pages 3-20, Springer.
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