Customer Trust Management: Ein Beitrag zum Vertrauensmanagement im Lebensmitteleinzelhandel

Peter Kenning

Customer Trust Management: Ein Beitrag zum Vertrauensmanagement im Lebensmitteleinzelhandel
Format
Paperback
Publisher
Deutscher Universitats-Verlag
Country
Germany
Published
30 January 2003
Pages
333
ISBN
9783824477661

Customer Trust Management: Ein Beitrag zum Vertrauensmanagement im Lebensmitteleinzelhandel

Peter Kenning

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Peter Kenning untersucht beispielhaft fur den krisengeplagten Lebensmitteleinzelhandel, welche zentralen Determinanten das Kundenvertrauen in einer Handlungsunternehmung beeinflussen. Neben dem naheliegenden Personenvertrauen weist der Verfasser die Existenz von markenbezogenem Systemvertrauen nach und zeigt, wie durch den Aufbau einer Betriebstypenmarke Kundenvertrauen gewonnen werden kann.

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