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Der kundenseitig wahrgenommene Beziehungswert – Eine empirische Analyse im Kontext von Privatkundenlösungen

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Service Value als Werttreiber

Zusammenfassung

Kundenlösungen für Privatkunden gelten inzwischen in Einzelhandel (Arnold et al. 2009; Lusch et al. 2007) und weiteren Branchen wie Handwerk, IT, Telekommunikation als vielversprechende Möglichkeit der Profilierung im Wettbewerb (Epp/Price 2011; Nordin et al. 2013; Velamuri et al. 2011). Kundenlösungen, auch als Hybrid Offerings (z.B. Ulaga/Reinartz 2011) oder Integrated Solutions (z.B. Windahl/Lakemond 2010) bezeichnet, stellen nach vorherrschendem Konzeptverständnis integrierte Kombinationen aus Sach- und Dienstleistungen dar, die als ganzheitliche Lösungsansätze auf die Bewältigung individueller Kundenprobleme ausgerichtet sind (z.B. Sawhney 2006, S. 365).

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  1. Campus Duisburg, Universität Duisburg-Essen, Lotharstr. 65, LB 016, 47057, Duisburg, Deutschland

    Univ.-Prof. Dr. Gertrud Schmitz

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    Manfred Bruhn

  2. Institut für BWL (510P), Universität Hohenheim, Stuttgart, Germany

    Karsten Hadwich

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Schmitz, G. (2014). Der kundenseitig wahrgenommene Beziehungswert – Eine empirische Analyse im Kontext von Privatkundenlösungen. In: Bruhn, M., Hadwich, K. (eds) Service Value als Werttreiber. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02140-5_6

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