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Beziehungsmarketing aus Kundensicht

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WIRTSCHAFTSINFORMATIK

Abstract

Relationship Marketing from a Customer’s Perspective

Companies need a wealth of personal data in order to address customers in a targeted manner. Utilizing IT enables them to directly address customers in order to increase sales by improving customer retention. The use of personal data becomes problematic when customers decline the use of their data. If companies ignore their customers’ privacy preferences, their chances of retaining them with targeted offers decline. In this paper, we first identify opportunities and drawbacks of individualization measures from a customer’s perspective based on the findings of a qualitative survey. The results of a quantitative survey illustrate how people’s general attitude toward personal data transmission determines their perception of personalization measures.

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Authors and Affiliations

  1. Wirtschaftsuniversität Wien, Institut für BWL und Wirtschaftsinformatik, Augasse 2–6, 1090, Wien, Österreich, Germany

    Horst Treiblmaier

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  1. Horst Treiblmaier
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Engereicht am 2006-05-12, nach fünf Überarbeitungen angenommen am 2006-10-15 durch die Herausgeber des Schwerpunktthemas.

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Treiblmaier, H. Beziehungsmarketing aus Kundensicht. Wirtsch. Inform. 49, 42–48 (2007). https://doi.org/10.1007/s11576-007-0007-8

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  • DOI: https://doi.org/10.1007/s11576-007-0007-8

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