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Kundenintegration bei Serviceleistungen: Empirische Analyse mit Empfehlungen für den Einsatz von Service-Communities

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  • Stumpf, Marcus

Abstract

Das Phänomen der Kundenintegration Customer-to-Customer bei Serviceleistungen steht im Mittelpunkt des vorliegenden Beitrags. Dabei handelt es sich um eine besondere Form der Kundenintegration, bei der Kunden für andere Kunden eine Leistung erstellen. Es wird der Frage nachgegangen, was die Motive der Kunden zur Kundenintegration sind. Ziel ist es zu klären, ob zwischen den Beteiligungsmotiven der Kunden und deren Beteiligungshäufigkeit in einer Service-Community Zusammenhänge festzustellen sind. Die Resultate einer Online-Befragung bei Service Community-Mitgliedern zeigen, dass nur die intrinsischen Motive einen signifikanten Zusammenhang mit der Beteiligungshäufigkeit in einer Service-Community aufweisen.

Suggested Citation

  • Stumpf, Marcus, 2017. "Kundenintegration bei Serviceleistungen: Empirische Analyse mit Empfehlungen für den Einsatz von Service-Communities," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 2(01/2017), pages 38-51.
    • Handle: RePEc:zbw:afmpwm:261121
    DOI: 10.15459/95451.10
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