Kundenbindung unter besonderer Berücksichtigung des Beschwerdemanagements

Keine vorhanden.For many years the winning of new customers was relevant for the company´s focus. The acquisition of becoming new customers was getting harder the last few years, because of a change regarding to the market field. Because of that many companies started to think different about it. Customer retention will be regarded as a factor of success in competition. With convenience many companies has been integrated customers retention into the target system to reach an economic success. Customer relationships have to be created active in order to bond them for a long time to the company, and it is also of vital importance to attend the customers permanent. A contract should be understood as a beginning of a business partnership. The changing on the market field will be described at the beginning of this diploma thesis. Afterwards there is a definition which includes the main aspects like customer, bonding and customer retention. In the second chapter we will see the interaction of proximity to customers, customer satisfaction, customer loyalty and customer retention. In the following chapter I will introduce kinds of customer retention, reasons and effects. Herewith we can see how to bond customers. What kind of influence customer retention has on profits and also on success of companies, will be shown in chapter four. Customer retention activities should be aimed at profitable partnerships. This is the reason for figuring out in chapter five different methods of customer evaluation which are often used in business. In chapter six I will demonstrate different instruments of customer retention. In order to stabilize unsatisfied customers there is an instrument called complaint management, to keep the customers bond. Therewith it is possible to restore customer confidence. In part C you will find more detailed information about this instrument. Complaints have to be accepted as a positive comment, because it opens a possibility to find weaknesses and to bond customers for a long time of period. Part C of this diploma thesis is structured in five chapters. At the beginning there is also a definition which includes this time the main aspects like complaints and complaint management. Afterwards different complaint reasons will be listed in chapter two. In chapter three are possible behaviours of unsatisfied customers. The meaning of complaint management is explained in chapter four. At the end of this diploma thesis is coming up chapter five with the tasks of complaint management like the represented complaint management process