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Theoretische Perspektiven zur Kundenzufriedenheit

In: Kundenzufriedenheit

Author

Listed:
  • Christian Homburg

    (Wissenschaftlichen Beirats von Homburg & Partner)

  • Ruth Stock-Homburg

    (Technische Universität Darmstadt)

Abstract

Zusammenfassung Das Konstrukt Kundenzufriedenheit nimmt eine zentrale Stellung in der heutigen Marketingtheorie und -praxis ein. Mittlerweile ist vielfach nachgewiesen worden, dass Zufriedenheit eine wichtige Einflussgröße des Kundenverhaltens darstellt (im Überblick Giering 2000). Kundenzufriedenheit stellt somit ein wichtiges Bindeglied zwischen den Aktivitäten eines Unternehmens und den Verhaltensweisen der Kunden dar. Relevante Verhaltensweisen sind in diesem Kontext insbesondere Wieder- und Zusatzkäufe, Weiterempfehlungen und Beschwerden sowie die Rückkehr von Kunden (Giering 2000; Homburg/Giering 2001; Homburg/Giering/Hentschel 1999; Homburg/Hoyer/Stock 2007; Homburg/Wieseke/Hoyer 2009; Luo/Homburg 2007; Szymanski/Henard 2001).

Suggested Citation

  • Christian Homburg & Ruth Stock-Homburg, 2012. "Theoretische Perspektiven zur Kundenzufriedenheit," Springer Books, in: Christian Homburg (ed.), Kundenzufriedenheit, edition 8, pages 17-52, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-6835-7_1
    DOI: 10.1007/978-3-8349-6835-7_1
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