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Kundenbeziehungsmanagement im Bereich des öffentlich-rechtlichen Hörfunksanhand von Kundenclubs : Radio Österreich 1 im Vergleich mit RadioBayern 1 und dem Kulturradio vom rbb

Customer Relationship Management in the field of public sound broadcasting onthe basis of customers clubs : Radio Österreich 1 in comparison with Radio Bayern 1 and rbb Kulturradio

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  • 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.

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Author:Maximilian Engel
Document Type:Bachelor Thesis
Date of Publication (online):2013/01/28
Publishing Institution:Hochschule Mittweida
Release Date:2013/01/28
GND Keyword:Öffentlich-rechtlicher Rundfunk; Kundenmanagement
Institutes:06 Medien
DDC classes:791 Öffentliche Darbietungen, Film, Rundfunk
Open Access:Innerhalb der Hochschule
Licence (German):License LogoUrheberrechtlich geschützt