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Cross Buying Effekte in Multi Partner Bonusprogrammen

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Effektives Customer Relationship Management

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Zusammenfassung

Im Rahmen des Customer Relationship Management (Parvatiyar/Sheth 2001) versuchen Anbieter profitable Kunden zu akquirieren, langfristig an sich zu binden sowie verlorene Kunden ggfs. zurückzugewinnen (Bolton/Lemon/Verhoef 2004). Der Fokus sollte dabei auf einer wertorientierten Gestaltung von Kundenbeziehungen liegen (Tomczak/Rudolf-Sipötz 2006). Ziel ist der Aufbau einer Kundenbasis, die langfristig zum Erfolg beiträgt.

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Author information

Authors and Affiliations

  1. Bochum, Deutschland

    Prof. Dr. Mario Rese, Prof. Dr. Heike Papenhoff & Annika Wilke

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  1. Prof. Dr. Mario Rese
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  2. Prof. Dr. Heike Papenhoff
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  3. Annika Wilke
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Editors and Affiliations

  1. Bahnhofstr. 45, Haan, 42781, Germany

    Stefan Helmke

  2. TGCG-Management Consultants, Mannesmannufer 6, Düsseldorf, 40213, Germany

    Matthias Uebel

  3. Heinz-Nixdorf-Institut, Fürstenallee 11, Paderborn, 33102, Germany

    Wilhelm Dangelmaier

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Rese, M., Papenhoff, H., Wilke, A. (2013). Cross Buying Effekte in Multi Partner Bonusprogrammen. In: Helmke, S., Uebel, M., Dangelmaier, W. (eds) Effektives Customer Relationship Management. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-8349-4176-3_24

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  • DOI: https://doi.org/10.1007/978-3-8349-4176-3_24

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  • Publisher Name: Springer Gabler, Wiesbaden

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  • Online ISBN: 978-3-8349-4176-3

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