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Retourenmanagement zur Steigerung des Kundenwerts

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Kundenwert

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Zusammenfassung

Viele Online-Händler bieten ihren Kunden großzügige Retourenkonditionen an, weil diese das Kaufverhalten der Kunden und damit auch den Kundenwert positiv beeinflussen können. Gleichzeitig werden Anbieter durch eine großzügige Retourenpolitik jedoch auch mit einer hohen Anzahl an Retouren und damit einhergehenden Kosten konfrontiert, welche den Kundenwert wiederum negativ beeinflussen. Um einen Weg aus diesem Dilemma zu finden, müssen Online-Händler die Retourenproblematik daher aktiv in ihr Kundenmanagement integrieren. Der folgende Beitrag analysiert verschiedene Maßnahmen, die es Online-Händlern ermöglichen Retouren zu senken ohne dabei die Beziehung zum Kunden zu gefährden. So können Anbieter sowohl im Rahmen der strategischen Planung als auch in der operativen Umsetzung des Marketing-Mix Retouren effektiv managen und damit eine Steigerung des Kundenwerts erzielen.

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Authors and Affiliations

  1. Bergische Universität Wuppertal, Wuppertal, Deutschland

    Prof. Dr. Ina Garnefeld & Lena Feider

  2. Universität Paderborn, Paderborn, Deutschland

    Dr. Eva Böhm

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  1. Prof. Dr. Ina Garnefeld
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Editors and Affiliations

  1. Retailing & Consumer Sciences, The University of Arizona, Tucson, Arizona, USA

    Sabrina Helm

  2. LS für BWL, insb. Marketing, Heinrich-Heine-Universität, Düsseldorf, Nordrhein-Westfalen, Germany

    Bernd Günter

  3. LS Marketing, Universität Paderborn, Paderborn, Germany

    Andreas Eggert

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Garnefeld, I., Böhm, E., Feider, L. (2017). Retourenmanagement zur Steigerung des Kundenwerts. In: Helm, S., Günter, B., Eggert, A. (eds) Kundenwert. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10920-2_27

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