Persönliche Kommunikation zur Abwanderungsprävention im B-to-B-Geschäft

Geile, Andrea; Hünerberg, Reinhard

doi:10.1007/978-3-8349-8535-4_3

Cited by 1 publication

(1 citation statement)

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“…If handled well -through advanced communication psychologythe so-called churn of customers, i.e. the intention to give up loyalty, may not only be prevented but may also be turned into customer satisfaction and customer recommendation (Geile & Hünerberg, 2009). (5) In the end, a focus on the aforementioned extensions of language use awareness could and should contribute to developing a framework for better communication behaviour.…”

Section: Implications For Language Awareness Researchmentioning

confidence: 99%

Language awareness as a challenge for business

Hünerberg

Geile

2012

Language Awareness

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The following contribution is a meta-analysis of the language awareness discipline from a practical application point of view. It is based on a keynote speech at the 10th International Conference of the Association for Language Awareness, and deals with the implications of business requirements for language use in communication processes. The authors are marketing scholars and are therefore discussing language awareness from this outside perspective. The objective of the speech, and hence this paper, is to give a broad overview of language awareness issues in business, potential problem solutions, and the implications for language-oriented disciplines. The authors do not intend to develop research designs for specific questions but hope that the conceptual and empirical examples mentioned will lead to closer co-operation between the language awareness and the business fields, both in academia and in practice. This paper therefore is an attempt to cross disciplinary borders. The first part of the paper explains the setting of the issue; the second part gives an overview of language problems in a business context; the third part suggests some solutions for these problems; the fourth part briefly illustrates with an example of an empirical research project in the business communication field; and the fifth and final part is a summary and draws some conceptual and meta-analytical conclusions.

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Section: Implications For Language Awareness Researchmentioning

confidence: 99%