Online-Marktforschung gegenüber den Anspruchsgruppen der Unternehmung : Gestaltungsempfehlungen für das Performance Measurement unter besonderer Berücksichtigung der Dienstleistungsbranche

Market Research currently faces several challenges following from the trends (1) from a transaction to a relationship economy, and (2) towards Performance Measurement (particularly the Balanced Scorecard). Out of this, there is deducted the requirement of a continuous measurement of management informationen about future oriented performance measures.

However, scientific and practical researchers claim a lack of adequate stakeholder information, which results primarily from the high complexity of the Market Research methods necessary to collect the data. Since Online Research offers advantages compared to traditional methods, the study verifies its applicability for surveying Stakeholder Loyalty. It develops a methodology for the regular measurement of the relationship quality of the Stakeholder Groups of a business, which is (1) based on Online Research methods and (2) proposes an approach for the performance of Stakeholder Loyalty.