Zusammenfassung
Kundenbindung zählt zu den Themen, die über die letzten 10 Jahre in der Wissenschaft wie in der Praxis am intensivsten diskutiert wurden. Zahlreiche Unternehmen des Konsumgüter-, Dienstleistungs-, Handels- und nicht zuletzt des Industriegütersektors haben in dieser Zeit systematische Kundenbindungsaktivitäten geschaffen (z. B. Horstmann, 2003; Reichardt/Hausmann, 2003). Das Praxisinteresse an diesem Thema dokumentiert sich ferner in den Verkaufszahlen von managementorientierten Büchern, wie „The Loyalty Effect“(Reichheld/Teal, 2003) im angloamerikanischen oder „Handbuch Kundenbindung“(Bruhn/Homburg, 2003) im deutschsprachigen Raum.
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Homburg, C., Jensen, O. (2004). Kundenbindung im Industriegütergeschäft. In: Backhaus, K., Voeth, M. (eds) Handbuch Industriegütermarketing. Gabler Verlag. https://doi.org/10.1007/978-3-322-91260-2_19
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