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Qualitätssicherung bei der Internationalisierung von Dienstleistungen

  • Christina Sichtmann
  • Maren Klein

Auszug

In der Literatur besteht weitestgehend Einigkeit darüber, dass der Markterfolg von Dienstleistungen nachhaltig von einer gleichbleibend hohen Dienstleistungsqualität beeinflusst wird (z. B. Hart, Heskett und Sasser 1990; Parasuraman, Zeithaml und Berry 1985). Jedoch stehen Unternehmen-insbesondere bei der Internationalisierung von Dienstleistungen-vor der Herausforderung, eine dauerhaft hohe Qualität zu gewährleisten. Natürlich erschweren die besonderen Charakteristika von Dienstleistungen — Intangibilität, Heterogenität, Untrennbarkeit von Produktion und Konsum, sowie die Nicht-Lagerfähigkeit von Dienstleistungen (Shostack 1977; Zeithaml 1981) — eine Kontrolle der Dienstleistungsqualität (Fitzsimmons und Fitzsimmons 2001). Im internationalen Kontext werden Dienstleistungsanbieter jedoch darüber hinaus auch noch mit regionalen Unterschieden konfrontiert, wie z.B. kulturelle Besonderheiten im Verhalten der Kunden, die in den Leistungserstellungsprozess integriert werden müssen (Winstead und Patterson 1998), was das Qualitätsmanagement von Dienstleistungen zusätzlich erschwert. Demnach lässt sich vermuten, dass Unternehmen, die die richtigen Mechanismen einsetzen, um die Dienstleistungsqualität zu verbessern und zu standardisieren, insgesamt erfolgreicher mit ihren Internationalisierungsprojekten sind.

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Copyright information

© Gabler | GWV Fachverlage GmbH, Wiesbaden 2008

Authors and Affiliations

  • Christina Sichtmann
    • 1
  • Maren Klein
    • 1
  1. 1.Marketing-DepartmentFU BerlinDeutschland

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