Social Media und Kundenbeziehungen – Einfluss der Qualität elektronischer Kunde-zu-Kunde-Interaktion auf den Beziehungserfolg

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Zusammenfassung

Die in den vergangenen Jahren rapide Ausbreitung des Web 2.0 ermöglicht eine fortwährend stärker werdende Vernetzung von Kunden durch Social Media. Im Kern bedeutet Social Media Interaktionen zwischen Nutzern und aus Firmensicht sind vor allem solche Interaktionen interessant, die sich zwischen den eigenen Kunden abspielen. Zum Beispiel kontaktieren sich die Kunden der Fidor Bank auf dem bankeigenen Kundenforum und diskutieren über so gut wie alles: Produkte der Fidor Bank und anderer Banken, ihren persönlichen Bedarf an Finanzprodukten, Finanzthemen im Allgemeinen und sogar nicht bank- oder finanzmarkt-bezogene Fragen und Themen.

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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  1. 1.Retail Banking und Dienstleistungsmanagement FakultätFrankfurt School of Finance & ManagementFrankfurt am MainDeutschland

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