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Bestimmungsfaktoren des Beratungserfolges: Eine informationsökonomische Betrachtung und empirische Analyse im Handel

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Zusammenfassung

In diesem Beitrag erfolgt eine informationsökonomisch fundierte Analyse der Wirkungen der persönlichen Beratung im Handel, bei der künden- und unternehmensbezogene Charakteristika der Beratungssituation explizit berücksichtigt werden. Die Ergebnisse zeigen, dass die Gewinnung von Kundeninformationen, die Vermittlung von Produktinformationen und die Vermittlung von Auswahlinformationen die kundenseitige Beratungszufriedenheit positiv beeinflussen. Als moderierende Variablen beeinflussen das Alter und Geschlecht der Kunden sowie die Produktpräsentation im Geschäft die Wirkung des informationsvermittelnden Verhaltens auf die Beratungszufriedenheit.

Summary

Drawing on information economics, this research investigates the moderating effect of the selling situation on the relationship between salespeople’s selling behaviors and customer satisfaction with the sales interaction in a retail environment. An empirical study was carried out using a mystery shopping design for data collection. The findings indicate that a customer’s age and gender as well as a store’s product presentation affect the effectiveness of sales behaviors. So, salespeople ought to adapt their sales approach to the characteristics of the selling situation.

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  1. Institut für Marketing und Unternehmensführung (Abteilung Marketing) der Universität Bern, Engehaldenstrasse 4, CH-3012, Bern, Schweiz

    Alexander Haas

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  1. Alexander Haas
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Correspondence to Alexander Haas.

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Ich danke Herrn Prof. Dr. Hermann Diller und Frau Prof. Dr. Ruth Stock-Homburg für wertvolle Diskussionen zur Thematik dieses Beitrags sowie einem anonymen Gutachter für die wertvollen Anmerkungen zu einer früheren Version dieses Beitrags.

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Haas, A. Bestimmungsfaktoren des Beratungserfolges: Eine informationsökonomische Betrachtung und empirische Analyse im Handel. Schmalenbachs Z betriebswirtsch Forsch 58, 638–664 (2006). https://doi.org/10.1007/BF03371670

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