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Möglichkeiten und Grenzen der Mieterbindung bei Gewerbeimmobilien- dargestellt am Beispiel der Deutschen Telekom Immobilien und Service GmbH

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Möglichkeiten und Grenzen der Mieterbindung bei Gewerbeimmobilien- dargestellt am Beispiel der Deutschen Telekom Immobilien und Service GmbH

Rechten: Alle rechten voorbehouden

Samenvatting

The aim of this paper is to evaluate the correlation between customer satisfaction and customer loyalty and to reveal possible strategies of encouraging customer loyalty.

It was revealed that a positive correlation exists between the two constructs, based on behavioural theory. Customer satisfaction is a basic precursor to customer loyalty.

There are however additional factors that reach above and beyond this intrinsic reasoning which also influence the correlation between customer satisfaction and customer loyalty. For a company to encourage customer loyalty, it also needs to consider other factors apart from customer satisfaction. These factors need to be systematically analysed.

It can generally be noted that the real estate market is not easily influenced through implementation of current strategy to improve customer loyalty. This is due mainly to the nature of real estate itself.

New approaches therefore have to be developed to increase their effectiveness. Product and pricing policy aside, communication policy is the only remaining available option in influencing the tenant's opinion and relationship with the realty proprietor.

Methods involving product and pricing policies have their limitations due to the uniqueness and durability of real estate products as well as due to the high capital commitment and contractual obligations. Therefore, communication must play an important role in the promotion of customer loyalty. It is essential that a combination of the means of communication mentioned above be tailored specifically to the circumstances, requirements and capacity of the respective tenants.

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OrganisatieHZ University of Applied Sciences
OpleidingInternational Business & Management Studies
AfdelingAcademie voor Economie & Management
AfstudeerorganisatieDeutschen Telekom Immobilien und Service GmbH
Datum2007-08-01
TypeBachelor
TaalDuits

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