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Kundenkarten als Kundenbindungsinstrument des Handels

  • Roland Helm


    (University of Jena, Faculty of Economics)

  • Michaela Ludl


    (University of Jena, Faculty of Economics)

Auf Basis des Determinanten-Modells der Kundenbindung von Peter (1997) werden die Wirkungszusammenh�ge beim Einsatz von Kundenkarten auf die Kundenbindung berprft. Das kausale Modell der Kundenbindung besitzt in dieser empirischen Studie einen guten Erkl�ungsgehalt und im Rahmen des experimentellen Designs k�nen die Einflsse der Kundenkartenleistungen auf die Determinanten der Kundenbindung im Gro�n und Ganzen nachgewiesen werden. Vor allem die Determinanten Kundenzufriedenheit und psychische Wechselbarrieren sind ma�eblich fr das Niveau der Kundenbindung verantwortlich und zu einem geringeren Anteil auch die Attraktivit� des Konkurrenzangebots. Diese Determinanten der Kundenbindung k�nen durch Leistungsbndel, die im Rahmen eines Kundenkartenprogramms gew�rt werden, positiv beeinflusst werden.

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Paper provided by Friedrich-Schiller-Universität Jena, Wirtschaftswissenschaftliche Fakultät in its series Jenaer Schriften zur Wirtschaftswissenschaft with number 07/2004.

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Date of creation: Mar 2004
Date of revision:
Publication status: Published as "Kundenkarten und ihre Wirkung als Kundenbindungsinstrument" in: ZfB Zeitschrift f�r Betriebswirtschaft, 75. Jg., Heft 12 2005, S. 1131-1163 (zusammen mit M. Ludl)
Handle: RePEc:jen:jenasw:2004-07
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