Beschwerdecontrolling (German Edition) Book PDF, ePub eBook

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Book Descriptions:
Studienarbeit aus dem Jahr 2001 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 2,0, Heinrich-Heine-Universität Düsseldorf (Lehrstuhl für Controlling), Veranstaltung: Seminar zum Marketingcontrolling, Sprache: Deutsch, Abstract: In einem wirtschaftlichen Umfeld, das zunehmend von ansteigendem Wettbewerbsdruck
gekennzeichnet ist, müssen sich Unternehmen verstärkt an den Bedürfnissen ihrer Kunden
ausrichten. Um Marktpositionen zu erhalten bzw. auszubauen ist es unerläßlich, Kunden
langfristig zufriedenzustellen und somit an das eigene Unternehmen zu binden. Neben
offensichtlichen Faktoren, die zu Kundenzufriedenheit führen – z. B. die Produktqualität –
kommt der Behandlung von Kundenbeschwerden eine entscheidende Bedeutung zu. Während
Beschwerdeabteilungen ganz offensichtlich Kosten im Unternehmen verursachen, ist der
„Erfolg“ eines „Beschwerdemanagements“ nur schwer ermittel- und kontrollierbar.1
Ziel dieser Arbeit ist es, die Möglichkeiten eines „Beschwerdecontrolling“ darzulegen und
kritisch zu analysieren. Hierzu werden in einem ersten Schritt die Begriffe
„Beschwerdemanagement“ und „Controlling“ näher eingegrenzt. In einem zweiten bzw.
dritten Teil werden die verschiedenen Aktivitätsfelder eines „Beschwerdecontrolling“
dargestellt und anschließend in einem Fazit kritisch gewürdigt.

1 Vgl. Hoffmann, Achim 1991, S.1.

Beschwerdecontrolling (German Edition) by Christian J. Mueller

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