Maximilian Engel

• nicht vorhanden
• This scientific paper is concerned with the importance of customers clubs in the field of public sound broadcasting. In order to illustrate the subject in a practical way, this thes-is is based on a comparison between three public sound broadcasting stations in Germany and Austria (Radio Österreich 1, Radio Bayern 1 and the rbb Kulturradio). The study shows that the current objectives are quite similar, although the three customers clubs were based on different motives. Despite some exceptions, the customers clubs make therefore use of almost the same range of marketing actions, such as loyalty cards, journals and events. In succession, the research indicates that customers clubs have an impact on the financing, image, programming as well as the consumption of media. These developments, which are caused by the communication tools, are asso-ciated to the specific purposes and ideas in the course of the establishment of the customers clubs. For the future there is especially lots of potential, concerning creative reformations with regards to content. Altogether customers clubs have a wide influence in the field of customer relationship management, regarding public sound broadcasting.