£54.52

Deutscher Universitätsverlag Entscheidungszufriedenheit: Grundidee, theoretisches Konzept und empirische Befunde (Marken- und Produktmanagement)

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Last 61 days • 61 data points (No recent data available)

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£54.99 £54.47 £54.59 £54.70 £54.81 £54.92 £55.04 14 March 2026 29 March 2026 13 April 2026 28 April 2026 13 May 2026

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61 days 0 15 31 46 61 £55 Days at Price

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Most common price: £55 (61 days, 100.0%)

Price range: £55 - £55

Price levels: 1 different prices over 61 days

Description

Kundenzufriedenheit zählt zu den etablierten Zielgrößen marktorientierter Unternehmungen. Ist von ihr die Rede, steht meist die Zufriedenheit mit einem ge- oder verbrauchten Erzeugnis (Konsumzufriedenheit) zur Diskussion. Unbeachtet blieb bisher die Zufriedenheit mit der eigentlichen Handlung der Produktwahl (Entscheidungszufriedenheit). Mark Heitmann entwickelt ein Modell, mit dessen Hilfe er das neue Konstrukt Entscheidungszufriedenheit erklärt und das gleichzeitig direkte Effekte vom Erlebnis der Kaufentscheidung auf die Konsumzufriedenheit insgesamt berücksichtigt. Dazu werden theoretische Ansätze der deskriptiven Entscheidungstheorie zusammengeführt und zur Erklärung der Entscheidungs- und Konsumzufriedenheit herangezogen. Die theoretischen Erkenntnisse werden anschließend mit Hilfe eines Samples von 661 Consumer-Electronics-Kunden überprüft. Auf dieser Basis lässt sich das Handlungsrepertoire von Marketingmanagern erweitern und die Zufriedenheit der Kunden differenzierter als bislang beeinflussen.

Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
27 March 2006
Listed Since
10 August 2012

Barcode

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