Doktorarbeit: Die Rolle von Wechselkosten im Systemgeschäft

Die Rolle von Wechselkosten im Systemgeschäft

Wirkung von Wechselkosten auf die Kundenbindung unter Betrachtung des Einflusses von Preisinstrumenten. Empirische Untersuchung aus Perspektive der Industrieökonomik und des Marketings

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Schriftenreihe volkswirtschaftliche Forschungsergebnisse, volume 222

Hamburg , 408 pages

ISBN 978-3-8300-9856-0 (print) |ISBN 978-3-339-09856-6 (eBook)

About this book deutschenglish

Customer loyalty is an increasingly important success factor for providers in the industrial sector which are more and more developing from product- to system-providers. Within this environment repurchase is an essential aspect to grant competitiveness and therewith ensure sustainable profitability. To generate customer loyalty – so to secure the repurchase of a customer – the understanding of customer behavior and their influencing factors is necessary. Knowledge on reasons of fluctuation in the customer base are a key success factor in the environment of system-providers. This study observes customer loyalty in the system industry. Due to the characteristics of a system the decision of a component today has an impact on the purchase of complements in the future. In this situation switching costs are of importance. They occur if a customer wants to repurchase something at a different provider but feels that this switch will cause efforts and costs.

For a better understanding of switching costs in the B2B environment this study empirically analyses the components of switching costs and their impact on customer loyalty. As switching costs were originally examined in Industrial Organization and now are also intensively analyzed within Marketing, this paper conducts an analysis of both scientific perspectives.

To actively influence and steer customer loyalty with the usage of switching costs specific instruments are examined within this study. Due to the increasing importance of price management within the B2B environment during the last years, this study has a closer look at instruments like rebates, instalments and loyalty programs.

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