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Konzeption und Bedeutung des Konstrukts Beziehungsintelligenz im Dienstleistungsmarketing

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Innovatives Dienstleistungsmarketing in Theorie und Praxis

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In den meisten Bereichen und Branchen wird bereits seit geraumer Zeit eine umfassende Beziehungsorientierung gefordert. Dies gilt im Besonderen auch für das Dienstleistungsmarketing als traditioneller Schrittmacher des Beziehungsmarketing. Im Idealfall, so weit die Theorie, führt eine umfassende, integrative und individuelle Berücksichtigung der Kundenbedürfnisse zu einer langfristigen und werthaltigen Ausschöpfung von Kundenbeziehungen (Gummesson, 1987; Kantsperger, 2004). Diese sollten sich im Sinne von „learning relationships“ entwickeln und im Zeitablauf fortwährend intensiver und intelligenter werden (Peppers/Rogers, 1997).

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Authors
  1. Markus Rosier
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  2. Roland Kantsperger
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Michael Kleinaltenkamp

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© 2006 Deutsher Universitäts-Verlag | GWV Fachverlage GmbH, Wiesbaden

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Rosier, M., Kantsperger, R. (2006). Konzeption und Bedeutung des Konstrukts Beziehungsintelligenz im Dienstleistungsmarketing. In: Kleinaltenkamp, M. (eds) Innovatives Dienstleistungsmarketing in Theorie und Praxis. DUV. https://doi.org/10.1007/978-3-8350-9489-5_2

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