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Kundenbindung in Handels- und Serviceunternehmen – Die Wirkung von Kundenbindungsinstrumenten auf Einstellungen und Kaufverhalten

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Zusammenfassung

Um sich vom Wettbewerb zu differenzieren, setzen Marketingmanager unterschiedliche Kundenbindungsinstrumente ein. Gerade im Rahmen von Loyalitätsprogrammen bieten sich für Handels- und Serviceunternehmen heute vielfältige Möglichkeiten zur individuellen Kundenansprache. Die damit einhergehenden Investitionen sind allerdings nicht immer von Erfolg gekrönt, wie der Literaturüberblick zeigt. Dies liegt vor allem daran, dass Marketingentscheider unterschiedliche Wirkungsweisen bestimmter Instrumente zu wenig berücksichtigen. Der Einsatz erfolgt oft willkürlich und die Instrumente sind zu wenig auf die jeweiligen Bedingungen und die entsprechenden Zielgruppen abgestimmt. Vor diesem Hintergrund gibt der Beitrag einen Überblick zum Thema „Kundenbindungsinstrumente“. Er zeigt eine umfassende Klassifizierung auf und begründet die Wirkungsweise unterschiedlicher Kundenbindungsinstrumente aus motivationstheoretischer Sicht. Auf Basis empirischer Erkenntnisse beschreibt er die Wirkung von Kundenbindungsinstrumenten unter verschiedenen Bedingungen und leitet schliesslich Implikationen für das Management zum effektiven und effizienten Einsatz von Kundenbindungsinstrumenten ab. Abschliessend werden offene Forschungsfelder in diesem Bereich diskutiert.

Abstract

In order to differentiate from their competitors, marketing managers increasingly count on relationship marketing instruments. As customer loyalty programs have gained importance during the last decade, retailers face various new possibilities to reach their customers on a one-to-one level. However, empirical evidence in this field shows that the enormous investments do not always yield the desired effects. One reason is that marketing managers disregard that the effectiveness of different instruments might depend on particular conditions, target groups, and situations. The article gives an overview about the influence of relationship marketing instruments on customers’ attitudes and behaviors. It provides a holistic classification of relationship marketing instruments and explains the effectiveness from a theoretical perspective. We summarize empirical studies dealing with the effectiveness of different instruments under certain conditions. Furthermore, we derive implications for retail managers about how to successfully use relationship marketing instruments. Finally, we discuss directions for future research.

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Notes

  1. Ca. 8 % der Varianz im Kaufverhalten werden durch die einstellungsbezogene Loyalität zum Anbieter und die Loyalität zum Kundenbindungsprogramm erklärt (Evanschitzky et al. 2012).

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  1. Forschungszentrum für Handelsmanagement, Universität St. Gallen, Dufourstrasse 40a, 9000, St. Gallen, Schweiz

    Thomas Rudolph & Liane Nagengast

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Rudolph, T., Nagengast, L. Kundenbindung in Handels- und Serviceunternehmen – Die Wirkung von Kundenbindungsinstrumenten auf Einstellungen und Kaufverhalten. J Betriebswirtsch 63, 3–44 (2013). https://doi.org/10.1007/s11301-012-0089-2

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