Skip to main content
SpringerLink
Log in

Customer Engagement-Praktiken auf Social Networking-Plattformen und deren Bedeutung für die Kundenintegration

  • Chapter
  • First Online:
Dienstleistungsmanagement und Social Media

Zusammenfassung

Aufgrund des Wandels des Internet von der Informations- zur Interaktionsplattform (Web 2.0) verfügen Dienstleister mittlerweile über eine Vielzahl von Möglichkeiten, um ihre Kunden – über die originäre Dienstleistung hinaus – in den gemeinsamen Wertschöpfungsprozess zu integrieren. Eines dieser Instrumente der Kundenintegration ist die so genannte Social Networking-Plattform (SN-Plattform).

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 109.00
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book
USD 99.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Literaturverzeichnis

  • Ahluwalia, R./Burnkrant, R.E./Unnava, H.R. (2000): Consumer Response to Negative Publicity – The Moderating Role of Commitment, in: Journal of Marketing Research, Vol. 37, No. 2, S. 203-214.

    Article  Google Scholar 

  • Ballantyne, D./Varey, R.J. (2006): Introducing a Dialogical Orientation to the Service- Dominant Logic of Marketing, in: Lusch, R.F./Vargo, S.L. (Hrsg.): The Service- Dominant Logic of Marketing – Dialog, Debate, and Directions, Armonk, New York, S. 224-235.

    Google Scholar 

  • Bolton, R.N. (2011): Customer Engagement – Opportunities and Challenges for Organizations, in: Journal of Service Research, Vol. 14, No. 3, S. 272-274.

    Article  Google Scholar 

  • Brodie, R.J./Ilic, A./Juric, B./Hollebeek, L. (2011a): Consumer Engagement in a Virtual Brand Community – An Exploratory Analysis, in: Journal of Business Research, Forthcoming.

    Google Scholar 

  • Brodie, R.J./Hollebeek, L.D./Juric, B./Illic, A. (2011b): Customer Engagement – Conceptual Domain, Fundamental Propositions, and Implications for Research, in: Journal of Service Research, Vol. 14, No. 3, S. 252-271.

    Article  Google Scholar 

  • Bruhn, M. (2010): Kommunikationspolitik – Systematischer Einsatz der Kommunikation für Unternehmen, 6. Aufl., München.

    Google Scholar 

  • Bruhn, M./Stauss, B. (2009): Kundenintegration im Dienstleistungsmanagement – Eine Einführung in die theoretischen und praktischen Problemstellungen, in: Bruhn, M./Stauss, B (Hrsg.): Kundenintegration – Forum Dienstleistungsmanagement, Wiesbaden, S. 3-33.

    Google Scholar 

  • Chan, K.W./Yim, C.K./Lam, S.S.K. (2010): Is Customer Participation in Value Creation a Double-Edged Sword? Evidence from Professional Financial Services Across Cultures, in: Journal of Marketing, Vol. 74, No. 3, S. 48-64.

    Article  Google Scholar 

  • Dholakia, U.M./Blazevic, V./Wiertz, C./Algesheimer, R. (2009): Communal Service Delivery – How Customers Benefit From Participation in Firm-Hosted Virtual P3 Communities, in: Journal of Service Research, Vol. 12, No. 2, S. 208-226.

    Article  Google Scholar 

  • Drengner, J. (2011): Customer Management aus Sicht der Service-Dominant Logic: Herausforderungen und Handlungsempfehlungen, in: Keuper, F./Mehl, R (Hrsg.): Customer Management – Vertriebs- und Servicekonzepte der Zukunft, Berlin, S. 45-65.

    Google Scholar 

  • Drengner, J./Jahn, S./Gaus, H. (2013): Der Beitrag der Service-Dominant Logic zur Weiterentwicklung der Markenführung, in: Die Betriebswirtschaft, im Druck.

    Google Scholar 

  • Echeverri, P./Skalen, P. (2011): Co-Creation and Co-Destruction: A Practice-Theory Based Study of Interactive Value Formation, in: Marketing Theory, Vol. 11, No. 3, S. 351-373.

    Article  Google Scholar 

  • Escalas, J.E. (2004): Narrative Processing – Building Consumer Connections to Brands, in: Journal of Consumer Psychology, Vol. 14, No. 1/2, S. 168-180.

    Article  Google Scholar 

  • Füller, J. (2010): Refining Virtual Co-Creation from a Consumer Perspective, in: California Management Review, Vol. 52, No. 2, S. 98-122.

    Article  Google Scholar 

  • Grabner-Kräuter, S. (2009): Web 2.0 Social Networks – The Role of Trust, in: Journal of Business Ethics, Vol. 90, No. 4, S. 505-522.

    Article  Google Scholar 

  • Hennig-Thurau, T./Gwinner, K.P./Walsh, G./Gremler, D.D. (2004): Electronic Word-of- Mouth via Consumer-Opinion Platforms – What Motivates Consumers to Articulate Themselves on the Internet?, in: Journal of Interactive Marketing, Vol. 18, No. 1, S. 38-52.

    Article  Google Scholar 

  • Hennig-Thurau, T./Malthouse, E.C./Friege, C./Gensler, S./Lobschat, L./Rangaswamy, A./Skiera, B. (2010): The Impact of New Media on Customer Relationships, in: Journal of Service Research, Vol. 13, No. 3, S. 311-330.

    Article  Google Scholar 

  • Holbrook, M.B. (1999): Introduction to Consumer Value, in: Holbrook, M.B. (Hrsg.): Consumer Value – A Framework for Analysis and Research, London, S. 1-28.

    Google Scholar 

  • Holbrook, M.B. (2006): ROSEPEKICECIVECI versus CCV: The Resource-Operant, Skills-Exchanging, Performance-Experiencing, Knowledge-Informed, Competence- Enacting, Co-producer-Involved, Value-Emerging, Customer-Interactive View of Marketing versus the Concept of Customer Value: “I Can Get It for You Wholesale”, in: Lusch, R.F./Vargo, S.L. (Hrsg.): The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions, Armonk, S. 208-223.

    Google Scholar 

  • Jick, T.D. (1979): Mixing Qualitative and Quantitative Methods: Triangulation in Action, in: Administrative Science Quarterly, Vol. 24, No. 4, S. 602-611.

    Article  Google Scholar 

  • Kepper, G. (1996): Qualitative Marktforschung – Methoden, Einsatzmöglichkeiten und Beurteilungskriterien, 2. Aufl., Wiesbaden.

    Google Scholar 

  • Kozinets, R.V. (1997): "I Want To Believe" – A Netnography of The X-Philes’ Subculture of Consumption, in: Advances in Consumer Research, Vol. 24, No. 2, S. 470-475.

    Google Scholar 

  • Kozinets, R.V. (2002): The Field behind the Screen – Using Netnography for Marketing Research in Online Communities, in: Journal of Marketing Research, Vol. 39, No. 1, S. 61-72.

    Article  Google Scholar 

  • Kozinets, R.V./Valck, K./Wojnicki, A.C./Wilner, S.J.S. (2010): Networked Narratives – Understanding Word-of-Mouth Marketing in Online Communities, in: Journal of Marketing, Vol. 74, No. 2, S. 71-89.

    Article  Google Scholar 

  • Kumar, V./Aksoy, L./Donkers, B./Venkatesan, R./Wiesel, T./Tillmanns, S. (2010): Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value, in: Journal of Service Research, Vol. 13, No. 3, S. 297-310.

    Article  Google Scholar 

  • Lovelock, C./Gummesson, E. (2004): Whither Services Marketing? In Search of a New Paradigm and Fresh Perspectives, in: Journal of Service Research, Vol. 7, No. 1, S. 20-41.

    Article  Google Scholar 

  • Mayring, P./Brunner, E. (2009): Qualitative Inhaltsanalyse – Qualitative Marktforschung, in: Buber, R./Holzmüller, H.H. (Hrsg.): Qualitative Marktforschung, 2. Aufl., Wiesbaden, S. 669-680.

    Google Scholar 

  • McCracken, G. (1986): Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods, in: Journal of Consumer Research, Vol. 13, No. 1, S. 71-84.

    Article  Google Scholar 

  • Muniz, A.M./O’Guinn, T.C. (2001): Brand Community, in: Journal of Consumer Research, Vol. 27, No. 4, S. 412-432.

    Article  Google Scholar 

  • Nambisan, S./Baron, R.A. (2007): Interactions in Virtual Customer Environments – Implications for Product Support and Customer Relationship Management, in: Journal of Interactive Marketing, Vol. 21, No. 2, S. 42-62.

    Article  Google Scholar 

  • Oliver, R.L. (1999): Whence Consumer Loyalty?, in: Journal of Marketing, Vol. 63, Special Issue, S. 33-44.

    Article  Google Scholar 

  • Prahalad, C.K./Ramaswamy, V. (2004): Co-Creation Experiences – The Next Practice in Value Creation, in: Journal of Interactive Marketing, Vol. 18, No. 3, S. 5-14.

    Article  Google Scholar 

  • Schau, H.J./Muñiz, A.M./Arnould, E.J. (2009): How Brand Community Practices Create Value, in: Journal of Marketing, Vol. 73, No. 5, S. 30-51.

    Article  Google Scholar 

  • Schmitz, G./Eberhardt, S. (2009): Empowerment als Ansatzpunkt zur effektiven Steuerung der Kundenintegration? - Eine konzeptionelle Analyse, in: Bruhn, M./Stauss, B (Hrsg.): Kundenintegration. Forum Dienstleistungsmanagement, Wiesbaden, S. 381-401.

    Google Scholar 

  • Sheth, J.N./Newman, B.I./Gross, B.L. (1991): Why We Buy What We Buy: A Theory of Consumption Values, in: Journal of Business Research, Vol. 22, No. 2, S. 159-170.

    Article  Google Scholar 

  • Thompson, C.J./Rindfleisch, A./Arsel, Z. (2006): Emotional Branding and the Strategic Value of the Doppelgänger Brand Image, in: Journal of Marketing, Vol. 70, No. 1, S. 50-64.

    Article  Google Scholar 

  • vanDoorn, J. (2011): Customer Engagement: Essence, Dimensionality, and Boundaries, in: Journal of Service Research, Vol. 14, No. 3, S. 280-282.

    Article  Google Scholar 

  • vanDoorn, J./Lemon, K.N./Mittal, V./Nass, S./Pick, D./Pirner, P./Verhoef, P.C. (2010): Customer Engagement Behavior: Theoretical Foundations and Research Directions, in: Journal of Service Research, Vol. 13, No. 3, S. 253-266.

    Article  Google Scholar 

  • Vargo, S.L./Lusch, R.F. (2004): Evolving to a New Dominant Logic for Marketing, in: Journal of Marketing, Vol. 68, No. 1, S. 1-17.

    Article  Google Scholar 

  • Vargo, S.L./Lusch, R.F. (2008): Service-Dominant Logic: Continuing the Evolution, in: Journal of the Academy of Marketing Science, Vol. 36, No. 1, S. 1-10.

    Article  Google Scholar 

  • Vargo, S.L./Maglio, P.P./Akaka, M.A. (2008): On Value and Value Co-Creation: A Services Systems and Service Logic Perspective, in: European Management Journal, Vol. 26, No. 3, S. 145-152.

    Article  Google Scholar 

  • Verhoef, P.C./Reinartz, W.J./Krafft, M. (2010): Customer Engagement as a New Perspective in Customer Management, in: Journal of Service Research, Vol. 13, No. 3, S. 247-252.

    Article  Google Scholar 

  • Wirtz, B.W./Nitzsche, P./Ullrich, S. (2012): Nutzerintegration im Web 2.0., in: Die Betriebswirtschaft, Jg. 72, Nr. 3, S. 215-234.

    Google Scholar 

  • 1000 FUNKEL (2012a): http://www.facebook.com/1000funkel, (Zugriff am: 28.08.2012).

  • 1000 FUNKEL (2012b): http://1000funkel.de/, (Zugriff am: 28.08.2012).

Download references

Author information

Authors and Affiliations

  1. Fachbereich Touristik/Verkehrswesen, Fachhochschule Worms, Erenburgerstr. 19, Chemnitz, 67549, Deutschland

    Prof. Dr. habil. Jan Drengner

  2. Fakultät für Wirtschaftswissenschaften, Technische Universität Chemnitz, Straße der Nationen 62, Chemnitz, D-09111, Chemnitz

    Dr. Steffen Jahn & Dipl.-Kffr. Pia Furchheim

Authors
  1. Prof. Dr. habil. Jan Drengner
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Dr. Steffen Jahn
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Dipl.-Kffr. Pia Furchheim
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Jan Drengner .

Editor information

Editors and Affiliations

  1. Unternehmensführung, Univ. Basel, Basel, Switzerland

    Manfred Bruhn

  2. Universität Hohenheim (510P) Institut für Marketing & Management, Stuttgart, Germany

    Karsten Hadwich

Rights and permissions

Reprints and permissions

Copyright information

© 2013 Springer Fachmedien Wiesbaden

About this chapter

Cite this chapter

Drengner, J., Jahn, S., Furchheim, P. (2013). Customer Engagement-Praktiken auf Social Networking-Plattformen und deren Bedeutung für die Kundenintegration. In: Bruhn, M., Hadwich, K. (eds) Dienstleistungsmanagement und Social Media. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-01248-9_10

Download citation

  • DOI: https://doi.org/10.1007/978-3-658-01248-9_10

  • Published:

  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-01247-2

  • Online ISBN: 978-3-658-01248-9

  • eBook Packages: Business and Economics (German Language)

Publish with us

Policies and ethics

Search

Navigation