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Die Abgabe von Kundenempfehlungen — Determinanten und ökonometrische Modellierung

Author

Listed:
  • Florian Wangenheim

    (Universität Dortmund)

  • Tomás Bayón

    (International University in Germany)

  • Andreas Herrmann

    (Universität St. Gallen)

Abstract

Zusammenfassung Die vorliegende Arbeit befasst sich mit den Determinanten der Abgabe positiver und negativer Kundenempfehlungen. Ein besonderes Augenmerk wird dabei auf die Untersuchung nicht-linearer und moderierender Einflüsse gelegt. Es wird zudem gezeigt, dass ein Modell, welches zwischen der Ja/Nein-Entscheidung, eine Empfehlung abzugeben, und der Anzahl der Empfehlungen differenziert, das Empfehlungsverhalten besser abbildet als Modelle, die eine solche Unterscheidung nicht vornehmen. Aus den Ergebnissen lassen sich konkrete Hinweise für die wissenschaftliche Behandlung und das Management von Kundenempfehlungen ableiten. Insbesondere wird dargestellt, auf welche Kundengruppen sich ein Empfehlungsmanagement richten sollte und wie sich das Phänomen Kundenempfehlung in Modelle zur Bestimmung eines „Return on Marketing“ integrieren lässt.

Suggested Citation

  • Florian Wangenheim & Tomás Bayón & Andreas Herrmann, 2006. "Die Abgabe von Kundenempfehlungen — Determinanten und ökonometrische Modellierung," Schmalenbach Journal of Business Research, Springer, vol. 58(3), pages 304-336, May.
    • Handle: RePEc:spr:sjobre:v:58:y:2006:i:3:d:10.1007_bf03371656
    DOI: 10.1007/BF03371656
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    References listed on IDEAS

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    Cited by:

    1. Eva Blömeke & Michel Clement, 2009. "Selektives Demarketing — Management von unprofitablen Kunden," Schmalenbach Journal of Business Research, Springer, vol. 61(7), pages 804-835, November.

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    More about this item

    Keywords

    M20; M30; M31;
    All these keywords.

    JEL classification:

    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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