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Kundenwert – eine Einführung in die theoretischen und praktischen Herausforderungen der Bewertung von Kundenbeziehungen Read chapter Read first chapter

2017 | OriginalPaper | Chapter

Retourenmanagement zur Steigerung des Kundenwerts

Authors : Prof. Dr. Ina Garnefeld, Dr. Eva Böhm, Lena Feider

Published in: Kundenwert

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Viele Online-Händler bieten ihren Kunden großzügige Retourenkonditionen an, weil diese das Kaufverhalten der Kunden und damit auch den Kundenwert positiv beeinflussen können. Gleichzeitig werden Anbieter durch eine großzügige Retourenpolitik jedoch auch mit einer hohen Anzahl an Retouren und damit einhergehenden Kosten konfrontiert, welche den Kundenwert wiederum negativ beeinflussen. Um einen Weg aus diesem Dilemma zu finden, müssen Online-Händler die Retourenproblematik daher aktiv in ihr Kundenmanagement integrieren. Der folgende Beitrag analysiert verschiedene Maßnahmen, die es Online-Händlern ermöglichen Retouren zu senken ohne dabei die Beziehung zum Kunden zu gefährden. So können Anbieter sowohl im Rahmen der strategischen Planung als auch in der operativen Umsetzung des Marketing-Mix Retouren effektiv managen und damit eine Steigerung des Kundenwerts erzielen.

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previous chapter Customer Lifetime Value in der praktischen Anwendung im Distanzhandel
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Metadata
Title
Retourenmanagement zur Steigerung des Kundenwerts
Authors
Prof. Dr. Ina Garnefeld
Dr. Eva Böhm
Lena Feider
Copyright Year
2017
Book
Kundenwert

Print ISBN: 978-3-658-10919-6

Electronic ISBN: 978-3-658-10920-2

Copyright Year: 2017

DOI
https://doi.org/10.1007/978-3-658-10920-2_27