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Customer Centricity und deren Monetarisierung - am Beispiel Amazon Prime

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  • Krämer, Andreas

Abstract

Customer Centricity, die Ausrichtung des gesamten Geschäftsmodells auf Kundenbeziehung und -prozesse klingt gut, wirft aber die Frage auf, ob dies einen Wettbewerbsvorteil für Unternehmen bedeuten kann, der sich monetarisieren lässt. Der Internet-Pionier Amazon hat dies von Anfang an angestrebt. Mit Amazon Prime beschleunigt der E-Commerce-Gigant sein Wachstum. Es fällt schwer, dieses Angebot in die gängigen Muster der Geschäftsmodelle einzuordnen, stellt es doch eine Mischung aus Bonus- und/oder Loyalitätsprogramm mit gleichzeitiger Abo- und Bündelungs-Komponente dar. Möglicherweise ist genau dieser unkonventionelle Ansatz der wesentliche Erfolgsfaktor – es ist im Prinzip nur schwer kopierbar.

Suggested Citation

  • Krämer, Andreas, 2018. "Customer Centricity und deren Monetarisierung - am Beispiel Amazon Prime," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 35(4), pages 12-20.
    • Handle: RePEc:zbw:hsgmrs:275986
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