Kundenbindung durch spezifische Investitionen (Business-to-Business-Marketing)

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Warum bleiben Kunden einmal getroffenen Investitionsentscheidungen treu, obwohl es ökonomisch vorteilhaft wäre abzuwandern? Ralf Linke zeigt, dass ökonomische Abhängigkeit im Falle spezifischer Investitionen um eine psychologische Abhängigkeit ergänzt werden muss, die sich im Zusammenhang mit moderierenden Einflüssen, z.B. Vertrauen, bindungsverstärkend oder bindungsreduzierend auswirkt.

Product details

EAN/ISBN:: 9783835002395
Edition:: 2006
Medium:: Paperback
Number of pages:: 276
Publication date:: 2006-03-27
Publisher:: Gabler Verlag
Languages:: german

EAN/ISBN:: 9783835002395
Edition:: 2006
Medium:: Paperback
Number of pages:: 276
Publication date:: 2006-03-27
Publisher:: Gabler Verlag
Languages:: german

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