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R-Commerce als Transformation der Kundenbeziehung

In: R-Commerce

Author

Listed:
  • Joachim Stalph

    (elaboratum GmbH)

  • Philipp Spreer

    (elaboratum GmbH)

  • Dimitrios Haratsis

Abstract

Zusammenfassung Der Erfolg von Unternehmen wird in Zukunft davon abhängen, wie gut sie langfristige Beziehung zu Kund:innen aufbauen können. „E-Commerce“, wie es in den meisten Unternehmen gelebt und operativ gestaltet wird, hat als Konzept deshalb ausgedient und wird abgelöst durch „R-Commerce“. Denn das kennzeichnende Merkmal der kommenden Epoche des digitalen Verkaufens ist nicht das „E“ (= electronic), es ist das „R“ (= relationship). Dieses Kapitel definiert die fünf Leitprinzipien, die R-Commerce ausmachen: Privacy First, echte Kundenzentrierung, datenbasiertes Handeln, Moment-getriebener Dialog und Nachhaltigkeit. Es zeigt, welche konkreten ökonomischen und nicht-ökonomischen Vorteile daraus für Unternehmen entstehen und welche Voraussetzungen für die Transformation in Richtung R-Commerce gegeben sein müssen.

Suggested Citation

  • Joachim Stalph & Philipp Spreer & Dimitrios Haratsis, 2023. "R-Commerce als Transformation der Kundenbeziehung," Springer Books, in: R-Commerce, chapter 0, pages 95-130, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-42054-3_5
    DOI: 10.1007/978-3-658-42054-3_5
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