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„What is beautiful is good“: Zum Einfluss der Mitarbeiterattraktivität auf die pre-encounter Erwartungsbildung von Dienstleistungskunden

  • Sina Fichtel
  • Nina Specht

Auszug

Sowohl in der Wissenschaft als auch in der Praxis ist heute die Überzeugung groß, dass der Mitarbeiter im Kundenkontakt einen erheblichen Treiber für die Zufriedenheit von Dien stleistungskunden darstellt. Als Leistungserbringer, Beziehungsanker und Markenbotschafter repräsentiert er die persönliche Schnittstelle zwischen Kunden und Dienstleistungsunternehmen und ist in entsprechend hohem Maße für Erfolg und Misserfolg in der Leistungserstellung und Beziehungspflege verantwortlich. Das Service Encounter Man agement fokussiert daher besonders darauf, den Mitarbeiter und seinen Kontakt zum Kunden so zu steuern, dass Präferenzbildung, Kundenzufriedenheit und Kundenbindung optimiert werden.

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Copyright information

© Betriebswirtschaftlicher Verlag Dr. Th. Gabler | GWV Fachverlage GmbH, Wiesbaden 2008

Authors and Affiliations

  • Sina Fichtel
    • 1
  • Nina Specht
    • 1
  1. 1.Institut für MarketingLudwig-Maximilians Universität MünchenMünchen

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