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Operationalisierung und Messung von Kundenzufriedenheit

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  • Nufer, Gerd
  • Prell, Kornelius

Abstract

Der Beitrag gibt einen Überblick über das theoretische Konstrukt Kundenzufriedenheit. Dazu wird der Begriff zuerst definiert, messbar gemacht und seine Bedeutung im Unternehmensumfeld hervorgehoben. Im Anschluss wird die Zielsetzung, die mit einer Kundenzufriedenheitsmessung verfolgt wird, erarbeitet. Die Darstellung verschiedener objektiver und subjektiver Messverfahren sowie eine kritische Würdigung komplettieren die Arbeit.

Suggested Citation

  • Nufer, Gerd & Prell, Kornelius, 2011. "Operationalisierung und Messung von Kundenzufriedenheit," Reutlingen Working Papers on Marketing & Management 2011-04, Reutlingen University, ESB Business School.
    • Handle: RePEc:zbw:esbwmm:201104
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    File URL: https://www.econstor.eu/bitstream/10419/57418/1/65446121X.pdf
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    1. Nufer, Gerd & Kelm, Daniel, 2011. "Cross Selling Management," Reutlingen Working Papers on Marketing & Management 2011-05, Reutlingen University, ESB Business School.
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    1. Nufer, Gerd & Kelm, Daniel, 2011. "Cross Selling Management," Reutlingen Working Papers on Marketing & Management 2011-05, Reutlingen University, ESB Business School.

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