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Kunden-Anbieter-Interaktionen in der Spezifizierungsphase bei Dienstleistungen

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Interaktive Wertschöpfung durch Dienstleistungen

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Zusammenfassung

Viele Konsumenten verzichten vor dem von Kauf von Dienstleistungen nur ungern auf eine kompetente Fachberatung vor Ort. Dennoch erweist sich bei der eigentlichen Kaufentscheidung häufig der Preis als wichtigstes Entscheidungskriterium. Neben den Vorteilen auf der Beziehungsebene können die Kunden durch eine Mitwirkung bei der Angebotserstellung die mit dem Kauf verbundene Unsicherheit reduzieren (Mohr/Bitner 1995; Hui et al. 2004). Des Weiteren eröffnet sie die Gelegenheit, durch eine Mitwirkung bei der Angebotserstellung eine bessere Anpassung der Leistung an die Kundenbedürfnisse zu erreichen (Simonson 2005). In der Praxis finden sich solche Interaktionen beispielweise bei Kunden eines Küchenstudios, die mit einem Anbieter zusammen das Layout für eine auf die individuellen Anforderungen zugeschnittene Küche entwerfen. In ähnlicher Weise konzipieren viele Urlauber einen persönlichen Reiseplan in direkter Interaktion mit einem Reisebüromitarbeitenden.

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  1. Kaiserslautern, Deutschland

    Lennart Straus Dipl.-Wirtsch.-Ing., Dr. Thomas Robbert & Prof. Dr. Stefan Roth

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    Manfred Bruhn

  2. Institut für Marketing & Management Lehrstuhl für Dienstleistungsmanagement, Universität Hohenheim, Stuttgart, Germany

    Karsten Hadwich

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Straus, L., Robbert, T., Roth, S. (2015). Kunden-Anbieter-Interaktionen in der Spezifizierungsphase bei Dienstleistungen. In: Bruhn, M., Hadwich, K. (eds) Interaktive Wertschöpfung durch Dienstleistungen. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-08518-6_12

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