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Kundenattributionen am Service Counter – Arten, Wirkung und Konsequenzen für das Revenue Management

  • Doreén Pick
Chapter

Zusammenfassung

In diesem Beitrag werden die Arten und Wirkungsweisen von Kundenattributionen am Service Counter aufgearbeitet und beschrieben. Attributionen sind Interpretationsprozesse, durch die Individuen den Ereignissen und Handlungen Ursachen und Gründe zuschreiben. Darüber hinaus können Attributionen aber auch als Ergebnisse dieser kognitiven Bewertungsprozesse verstanden werden. Konsumenten attribuieren die Ursachen zu Ereignissen vor allem danach, welche Konsequenzen für sie selbst durch ein Ereignis entstehen. Derartige Konsequenzen können Nachteile, aber auch Vorteile sein. Um die Attributionen in Bezug auf das Revenue Management der Dienstleistungsunternehmen adäquat zu differenzieren, werden in diesem Beitrag die Attributionen in erlebten negativen Kontaktsituationen und in positiven Kontakterfahrungen unterschieden.

Aus der Literaturanalyse wird deutlich, dass sich die Dienstleistungsforschung bisher fast ausschließlich auf negative Erlebnisse der Servicekunden konzentriert hat. Mit der zunehmenden technischen Integration des Kunden in Dienstleistungsprozesse ist zudem eine Schwerpunktverlagerung der Attributionsforschung hin zu Self-Service Technologies zu beobachten. Im Beitrag wird ergänzend auf drei zentrale Herausforderungen der Messung von Kundenattributionen im Kontext des Revenue Managements eingegangen. Der Beitrag schließt mit Schlussfolgerungen für das Management und die Marketingwissenschaft.

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Copyright information

© Springer Fachmedien Wiesbaden 2014

Authors and Affiliations

  1. 1.Marketing DepartmentFreie Universität BerlinBerlinDeutschland

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