Download Ebook Auswirkungen von Einkaufsconvenience (Schriften zu Marketing und Handel) (German Edition)By Andreas Ettinger
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Auswirkungen von Einkaufsconvenience (Schriften zu Marketing und Handel) (German Edition)By Andreas Ettinger
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Soziodemographische Entwicklungen sowie ein Wertewandel in der Gesellschaft haben bei Kunden von Handelsunternehmen eine zunehmende Nachfrage nach Einkaufsconvenience ausgelöst. Einerseits stellt dies Handelsunternehmen vor neue Herausforderungen; andererseits sehen Handelsmanager auch ein besonderes Zukunftspotenzial in diesem Trend. In der Arbeit wird Einkaufsconvenience in Analogie zum Einkaufsprozess mit den fünf Dimensionen Entscheidungs-, Zugangs-, Such-, Abwicklungs- und Nachkaufconvenience konzeptionalisiert. Der Autor untersucht auf Basis einer umfangreichen empirischen Erhebung, welche Auswirkungen die einzelnen Einkaufsconvenience-Dimensionen auf wichtige Erfolgsgrößen von Handelsunternehmen (z. B. Kundenzufriedenheit, Kundenloyalität und Preisbereitschaft) haben. Darüber hinaus wird erarbeitet, bei welchen Konsumentengruppen die Auswirkungen besonders stark oder schwach ausgeprägt sind.
- Published on: 2009-10-29
- Original language: German
- Number of items: 1
- Dimensions: 8.50" h x .98" w x 5.94" l, .0 pounds
- Binding: Hardcover
- 226 pages
About the Author
Der Autor: Andreas Ettinger studierte Volkswirtschaftslehre an der Universität Regensburg. Danach war er als Wissenschaftlicher Mitarbeiter an der WHU – Otto Beisheim School of Management tätig. Hierbei war er u. a. Projektmitarbeiter bei einer europäischen Konsumentenstudie. Zusätzlich nahm er am PhD-Kurs Advanced Quantitative Research Methods an der Universiteit Maastricht teil. Zu seinen Forschungsschwerpunkten zählen Handelsmarketing, Marktforschung sowie Pricing.
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