Zusammenfassung
Die Bedeutung der Kundenzufriedenheit für den Geschäftserfolg ist unbestritten (Simon und Homburg 1995). Anderson und Sullivan (1993) betrachten Investitionen in die Kundenzufriedenheit sogar als eine Art Versicherung: „Investing in customer satisfaction is like taking out an insurance policy. If some hardship temporarily befalls the firm, customers will be more likely to remain loyal“(p. 140). Die ökonomische Sinnhaftigkeit von Steigerungen der Kundenzufriedenheit ist von einigen Autoren hervorgehoben worden (Phillips, Chang and Buzzell 1983, Buzzell and Gale 1987, Anderson et al 1993). Diese außerordentliche Bedeutung hat bei Akademikern und Praktikern zu einer intensiven Beschäftigung mit der Messung und Steuerung von Kundenzufriedenheit geführt.
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Thelen, E., Koll, O., Mühlbacher, H. (2000). Prozessorientiertes Management von Kundenzufriedenheit. In: Hinterhuber, H.H., Matzler, K. (eds) Kundenorientierte Unternehmensführung. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-663-10592-3_12
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