Zusammenfassung
Infolge der Implementierung von Revenue-Management-Systemen nehmen viele Dienstleistungsunternehmen (z. B. Fluggesellschaften, Hotels, Autovermieter) systematisch Kapazitätsüberbuchungen vor, um so ihren Umsatz zu einem bestimmten Zeitpunkt (d. h. bei einem Flug, in einer Nacht und an einem Tag) zu maximieren. Die wissenschaftliche Literatur hat sich bislang noch nicht der Frage gewidmet, wie Kunden auf Überbuchungserfahrungen in Form von Herabstufung, Nichtbeförderung oder Höherstufung reagieren. Die Autoren dieses Beitrags untersuchen die Effekte derartiger Ereignisse auf das Nutzungsverhalten von Airline-Kunden mithilfe des ökonometrischen Verfahrens der konditionalen Difference-in-Differences-Analyse. Sie stellen fest, dass Kunden, die die negativen Effekte des Revenue-Managements erfahren, die Anzahl ihrer Transaktionen mit der Fluggesellschaft signifikant verringern, während hochgestufte Kunden nur schwach positive Reaktionen zeigen. Bei hochwertigen Kundengruppen sind die Effekte negativer Ereignisse stärker ausgeprägt, signifikante Effekte positiver Ereignisse lassen sich hingegen nur bei einer niedrigwertigen Kundengruppe feststellen. Nach den Ergebnissen der Studie empfiehlt es sich, die Kundenreaktionen auf Revenue-Management-Praktiken stärker in den Fokus zu stellen. Auf allgemeinerer Ebene fördert die Studie eine stärker interdisziplinär ausgerichtete Sicht auf das Service-Management, indem sie die Notwendigkeit einer engeren Zusammenarbeit verschiedener Managementfunktionen (z. B. Marketing und Operations) bei Entwicklung und Management von Konzepten von unternehmensweiter Bedeutung belegt.
Bei dem Beitrag handelt es sich um eine übersetzte Fassung der Veröffentlichung Wangenheim, F. v., und Bayón, T. (2007). Behavioral Consequences of Overbooking Service Capacity. Journal of Marketing, 71(4), 36–47. Die Herausgeber danken der American Marketing Association für die bereitwillige Genehmigung des Reprints.
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Notes
- 1.
Unter Berücksichtigung der Unterschiede hinsichtlich der Anzahl an Flügen sind die resultierenden monetären Effekte wesentlich größer als die dargestellten Parameter.
- 2.
Die Verwendung des Datensatzes liefert jedoch im Wesentlichen dieselben Resultate und nur schwache Unterschiede für die Parameterschätzungen.
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von Wangenheim, F., Bayón, T. (2014). Verhaltenseffekte bei Überbuchung von Servicekapazitäten. In: Tomczak, T., Heidig, W. (eds) Revenue Management aus der Kundenperspektive. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-00735-5_6
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