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Aufbau von Vertrauen in Dienstleistungsinteraktionen durch Instrumente der Kommunikationspolitik - dargestellt am Beispiel der Beratung kleiner und mittlerer Unternehmen -

Author

Listed:
  • Enke, Margit
  • Greschuchna, Larissa

Abstract

Veränderte Marktbedingungen stellen hohe Anforderungen an das Marketing von Dienstleistungsunternehmen. Um langfristig am Markt bestehen zu können, ist es für einen Dienstleistungsanbieter entscheidend, das Vertrauen seiner Kunden zu gewinnen. Aufbauend auf theoretischen Grundlagen werden am Beispiel der Beratung kleiner und mittlerer Unternehmen in der vorliegenden Arbeit Möglichkeiten zum Vertrauensaufbau anhand ausgewählter Kommunikationsinstrumente aufgezeigt und Thesen abgeleitet.

Suggested Citation

  • Enke, Margit & Greschuchna, Larissa, 2005. "Aufbau von Vertrauen in Dienstleistungsinteraktionen durch Instrumente der Kommunikationspolitik - dargestellt am Beispiel der Beratung kleiner und mittlerer Unternehmen -," Freiberg Working Papers 2005,06, TU Bergakademie Freiberg, Faculty of Economics and Business Administration.
  • Handle: RePEc:zbw:tufwps:200506
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    References listed on IDEAS

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    1. Fritsch, Michael, 2003. "Von der innovationsorientierten Regionalförderung zur regionalisierten Innovationspolitik," Freiberg Working Papers 2003,06, TU Bergakademie Freiberg, Faculty of Economics and Business Administration.
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    More about this item

    Keywords

    Dienstleistungsmarketing; Kommunikationspolitik; Unternehmensberatung; kleine und mittlere Unternehmen; Vertrauen; service marketing; promotion; consulting; small and medium sized enterprises; trust;

    JEL classification:

    • Z10 - Other Special Topics - - Cultural Economics - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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