Kundenbindung in Jungen, Innovativen Unternehmen: Der Erfolgsbeitrag Loyalen Kundenverhaltens

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Daniela Alexa Brinkmann analysiert die oekonomische Bedeutung von Kundenbindung fur junge, innovative Unternehmen. Sie untersucht das Wiederkauf-, Weiterempfehlungs-, und Feedbackverhalten von Kunden der Zielgruppe als Auspragungsformen von Loyalitat.