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Kundenseitige Bereitschaft zum Customer Engagement: Entwicklung einer eigenschaftsbasierten Messskala

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Zusammenfassung

Der Auf- und Ausbau intensiver Kundenbeziehungen hat in der Vergangenheit enorm an Bedeutung gewonnen (Kumar et al. 2010). Entsprechend haben sich auch die Möglichkeiten des Kundenbeziehungsmanagements in den letzten Jahren stark verändert. Die Kunden sind nicht mehr länger passive Empfänger von CRM-Maßnahmen, sondern engagieren sich aktiv und gestalten die Kundenbeziehung mit. Beispiele für ein derartiges Engagement bilden Kunden-Communities, wie Weight Watchers-Treffen, bei denen Kunden ihre eigenen Erfahrungen und Tipps zum Gewichtsverlust austauschen können. Andere Beispiele stellen Plattformen für Service- und Produktentwicklungen dar, wie sie klassischerweise von LEGO oder NIKE eingesetzt werden (Verleye et al. 2014, S. 68).

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Authors and Affiliations

  1. Stuttgart, Deutschland

    Corina Keller M. Sc. & Prof. Dr. Karsten Hadwich

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  1. Corina Keller M. Sc.
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Correspondence to Corina Keller M. Sc. .

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  1. Abteilung Marketing und Unternehmensführung, Universität Basel, Basel, Switzerland

    Manfred Bruhn

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

    Karsten Hadwich

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Keller, C., Hadwich, K. (2015). Kundenseitige Bereitschaft zum Customer Engagement: Entwicklung einer eigenschaftsbasierten Messskala. In: Bruhn, M., Hadwich, K. (eds) Interaktive Wertschöpfung durch Dienstleistungen. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-08518-6_16

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