NDLI: Ein modelltheoretischer Ansatz zur Planung von Investitionen in Kundenbeziehungen

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Ein modelltheoretischer Ansatz zur Planung von Investitionen in Kundenbeziehungen

Content Provider	Semantic Scholar
Author	Buhl, Hans Ulrich Gneiser, Martin Heidemann, Julia
Copyright Year	2009
Abstract	ZusammenfassungDas Management von Kundenbeziehungen gewinnt im Zuge der steigenden Relevanz, die dem Customer Relationship Managements beigemessen wird, verstärkt an Bedeutung. Vor diesem Hintergrund gilt es, auch Investitionen in Kundenbeziehungen analog zu anderen Unternehmensinvestitionen gezielt zu steuern. Im vorliegenden Beitrag wird deshalb ein Entscheidungsmodell vorgestellt, das mittels der dynamischen Optimierung die optimale Höhe eines Investitionsbudgets in den Kundenstamm über mehrere Perioden hinweg bestimmt. Die Anwendung des Modells wird anhand eines Beispiels aus der Finanzdiensleistungsbranche illustriert. SummaryGiven the increasing relevance of Customer Relationship Management, the strategic management and control of customer-centric investments is key success factor. For this reason investments in customer relationships have to be managed like any other investments of the company. The following article addresses this need and proposes a decision model using the dynamic optimisation approach which allows determining optimal investments across the customer base for multiple investment periods. An example illustrates its applicability within the financial services industry.
Starting Page	175
Ending Page	195
Page Count	21
File Format	PDF HTM / HTML
DOI	10.1007/s00187-009-0077-4
Volume Number	20
Alternate Webpage(s)	https://www.fim-rc.de/Paperbibliothek/Veroeffentlicht/214/wi-214.pdf
Alternate Webpage(s)	https://doi.org/10.1007/s00187-009-0077-4
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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