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After-Sales-Marketing in der Hotellerie und deren unterschiedliche Handhabung aufgrund der unterschiedlichen Hoteltypen

After-Sales-Marketing in der Hotellerie und deren unterschiedliche Handhabung aufgrund der unterschiedlichen Hoteltypen


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About the Book

Inhaltsangabe: Einleitung: Die heutige Hotellerie sieht sich in Deutschland einen immer stärker werdenden Wettbewerbsdruck entgegen. Gab es 1985 41 Hotelgesellschaften mit insgesamt 1068 Hotels, so waren es im Jahr 2000 bereits 130 Hotelgesellschaften mit 3166 Beherbergungsbetrieben. Zusätzlich drängen verstärkt internationale Hotelgesellschaften in den deutschen Hotelmarkt (vgl. DEHOGA, 2000, S. 6 f.). Diese Entwicklung führte dazu, dass heute in der Hotellerie ein Käufermarkt vorliegt, d.h. das Angebot an Hotels ist größer als die Nachfrage, woraus eine Marktmacht der Nachfrageseite entstanden ist. Die schon schwierige wirtschaftliche Situation der Hotels wird durch die Individualisierung des Kundenverhaltens, die Gleichartigkeit der Angebote, die Standardisierungsproblematik aufgrund der Lage, Zielgruppenbestimmung und Größe der Hotels, sowie der allgemeinen schlechten Wirtschaftslage weiter verschärft. Aus diesen Gründen ist es für die Hotels nahezu überlebenswichtig, einen einmal gewonnenen Gast nicht wieder zu verlieren bzw. ihn in der Nachkaufphase so gut zu betreuen, dass er gerne wieder kommt. Auch Bruhn, (2001), S. 267, sieht in der Kundenbindung den „zentralen Erfolgstreiber" für Dienstleistungsunternehmen. Für diese Arbeit ergeben sich daher folgende Fragen: 1.) Wie kann man Kundenbindung in der Nachkaufphase erzeugen? 2.) Welche Besonderheiten besitzt die Hotellerie? 3.) Welche Instrumente stehen dem After-Sales-Marketing in der Hotellerie zur Verfügung? 4.) Welche Bedeutung besitzt das After-Sales-Marketing und welche Unterschiede gibt es zwischen den verschiedenen Hoteltypen? Die Arbeit ist in sechs Kapitel gegliedert. Im Anschluss an diese Einleitung folgt in Kapitel 2 die Auseinandersetzung mit den Grundlagen des After-Sales-Marketings. Dort werden neben den theoretischen Ansätzen die Ziele des After-Sales-Marketings bis hin zur Kundenbindung, eine Zusammenfassung sowie die Gefahren, die durch angewandtes After-Sales-Marketing entstehen kön

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Product Details
  • ISBN-13: 9783838640679
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 12 mm
  • Width: 148 mm
  • ISBN-10: 3838640675
  • Publisher Date: 31 Jan 2005
  • Height: 210 mm
  • No of Pages: 208
  • Series Title: German
  • Weight: 281 gr

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After-Sales-Marketing in der Hotellerie und deren unterschiedliche Handhabung aufgrund der unterschiedlichen Hoteltypen
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