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Kundenbindung im Industriegütergeschäft

  • Christian Homburg
  • Ove Jensen
Chapter

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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Copyright information

© Betriebswirtschaftlicher Verlag Dr. Th. Gabler/GWV Fachverlage GmbH, Wiesbaden 2004

Authors and Affiliations

  • Christian Homburg
    • 1
    • 2
  • Ove Jensen
    • 3
  1. 1.Universität MannheimDeutschland
  2. 2.Instituts für Marktorientierte Unternehmensführung (IMU)Universität MannheimDeutschland
  3. 3.Universität MannheimDeutschland

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