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Kundenzufriedenheit, Beschwerdeverhalten und Beschwerdezufriedenheit: Ein Überblick

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Ganzheitliche Unternehmensführung in dynamischen Märkten

Zusammenfassung

Der in Europa vorherrschende Käufermarkt sowie die immer härteren Wettbewerbsbedingungen in vernetzten globalen Märkten zwingen Unternehmen zum Ausbau von kundenorientierten Strategien. In diesem Kontext entwickelten sich seit den 70er Jahren die Kundenzufriedenheitsforschung und die damit eng verbundene Untersuchung des Beschwerdeverhaltens zu einem Forschungsschwerpunkt. Zahlreiche Studien belegen, dass Kundenzufriedenheit zum Unternehmenserfolg beiträgt. Der vorliegende Beitrag stellt den aktuellen Stand der Zufriedenheits- und Beschwerdeforschung überblicksartig vor.

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Authors
  1. Stefan Müller
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  2. Susan Meixner
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  3. Stefan Wünschmann
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Reinhard Hünerberg Andreas Mann

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Müller, S., Meixner, S., Wünschmann, S. (2009). Kundenzufriedenheit, Beschwerdeverhalten und Beschwerdezufriedenheit: Ein Überblick. In: Hünerberg, R., Mann, A. (eds) Ganzheitliche Unternehmensführung in dynamischen Märkten. Gabler. https://doi.org/10.1007/978-3-8349-8787-7_19

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