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Verhaltenseffekte bei Überbuchung von Servicekapazitäten

  • Florian von Wangenheim
  • Tomás Bayón
Chapter

Zusammenfassung

Infolge der Implementierung von Revenue-Management-Systemen nehmen viele Dienstleistungsunternehmen (z. B. Fluggesellschaften, Hotels, Autovermieter) systematisch Kapazitätsüberbuchungen vor, um so ihren Umsatz zu einem bestimmten Zeitpunkt (d. h. bei einem Flug, in einer Nacht und an einem Tag) zu maximieren. Die wissenschaftliche Literatur hat sich bislang noch nicht der Frage gewidmet, wie Kunden auf Überbuchungserfahrungen in Form von Herabstufung, Nichtbeförderung oder Höherstufung reagieren. Die Autoren dieses Beitrags untersuchen die Effekte derartiger Ereignisse auf das Nutzungsverhalten von Airline-Kunden mithilfe des ökonometrischen Verfahrens der konditionalen Difference-in-Differences-Analyse. Sie stellen fest, dass Kunden, die die negativen Effekte des Revenue-Managements erfahren, die Anzahl ihrer Transaktionen mit der Fluggesellschaft signifikant verringern, während hochgestufte Kunden nur schwach positive Reaktionen zeigen. Bei hochwertigen Kundengruppen sind die Effekte negativer Ereignisse stärker ausgeprägt, signifikante Effekte positiver Ereignisse lassen sich hingegen nur bei einer niedrigwertigen Kundengruppe feststellen. Nach den Ergebnissen der Studie empfiehlt es sich, die Kundenreaktionen auf Revenue-Management-Praktiken stärker in den Fokus zu stellen. Auf allgemeinerer Ebene fördert die Studie eine stärker interdisziplinär ausgerichtete Sicht auf das Service-Management, indem sie die Notwendigkeit einer engeren Zusammenarbeit verschiedener Managementfunktionen (z. B. Marketing und Operations) bei Entwicklung und Management von Konzepten von unternehmensweiter Bedeutung belegt.

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Copyright information

© Springer Fachmedien Wiesbaden 2014

Authors and Affiliations

  1. 1.ETH Zürich, MTECZürichSchweiz
  2. 2.German Graduate School of Management and Law (GGS)HeilbronnDeutschland

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