Kundenkenntnis im Handel : Ausprägungen, Herkunft und Wirkungen / Günter Silberer (Hg.).

Format:

Book

Author/Creator:

Silberer, Günther, author.

Contributor:

Silberer, Günter, editor.

Series:

Open Access e-Books

Knowledge Unlatched

Language:

German

Subjects (All):

Customer relations.

Physical Description:

1 online resource (236 pages) : illustrations (some colour), portraits (some colour); digital, PDF file(s).

Other Title:

Kundenkenntnis im Handel

Place of Publication:

Göttingen : Universitätsverlag Göttingen, 2009.

Language Note:

Text in German.

System Details:

text file

Summary:

The importance of customer knowledge for providers' market success is undisputed. However, we know little about how well providers know their customers. This also applies to trade. Therefore, the publication presented here deals with the form of customer knowledge in retail, but also with the sources and determinants of this knowledge and with its effects on the provider and customer side. Attention is paid to all possible sources of customer knowledge, but above all customer contacts. In particular, not only are relevant theories endeavored, but also first, differentiated research results on the expression of customer knowledge, the influencing factors and the effects of this knowledge are presented. Conclusions for future research and knowledge management in retail complete the work.

Contents:

Kundenkenntnis im Handel - eine Einführung

Kundenkenntnis im Handel - Operationalisierung, Quellen und

Wirkungen im Überblick

Die Kundenkenntnis im Bekleidungseinzelhandel -

Ergebnisse einer Befragungsstudie

Kundenkenntnis im Elektronikfachhandel

Contacts between Retailers and Customers

as a Basis for Customer Segmentation in Electronic Retail

Kundenkontaktsequenzen in der Handelsforschung - Ergebnisse einer Studie im

Elektronikfachhandel

Multidimensional Customer Contact Sequences

Exploring Supermarket Shopping Paths and Attention Behavior

Die Kundenkenntnis im Handel als Managementaufgabe

Über die Autoren.

Notes:

Includes bibliographical references.

CC BY-ND

Description based on print version record.

OCLC:

808385720