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Kundenorientierung von Mitarbeitern: Forschungsstand und -perspektiven

Customer orientation of employees: Review and research suggestions

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Zusammenfassung

Angesichts der unternehmenspraktischen Bedeutung der Kundenorientierung von Mitarbeitern hat sich die Wissenschaft in verschiedenen Disziplinen intensiv mit diesem Konstrukt beschäftigt. Vor diesem Hintergrund erfolgt im vorliegenden Beitrag eine umfassende Aufarbeitung der empirischen Arbeiten zur Kundenorientierung von Mitarbeitern. Insgesamt werden 230 Arbeiten von 1979 bis April 2008 betrachtet, die sich empirisch mit diesem Konstrukt und dessen Zusammenhängen zu anderen Variablen beschäftigen. Aufbauend auf der systematischen Darstellung der empirischen Befunde zur Kundenorientierung von Mitarbeitern wird der Forschungsstand in diesem Feld aufgezeigt. Darauf aufbauend, werden Perspektiven für die zukünftige Forschung abgeleitet.

Summary

Considerable attention has been given to the study of the customer orientation of employees such as service employees and salespeople. Against this background, this article provides a comprehensive review that organizes and summarizes the empirical research regarding the customer orientation of employees. More specifically, 230 empirical studies are reviewed. Based on the literature review, the current knowledge related to the customer orientation of employees is presented and suggestions for future research are offered.

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  1. Institut für Marketing und Unternehmensführung, Abteilung Marketing, Universität Bern, Engehaldenstrasse 4, CH — 3012, Bern, Germany

    Alexander Haas

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Prof. Dr. Alexander Haas ist Assistenzprofessor für Marketing am Institut für Marketing und Unternehmensführung der Universität Bern. Seine Forschungsschwerpunkte sind Dienstleistungsmarketing, Kundenorientierung sowie Persönlicher Verkauf und Verkaufsmanagement.

Der Autor dankt den zwei anonymen Gutachtern für die wertvollen Anmerkungen und Anregungen zu einer früheren Version dieses Beitrags.

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Haas, A. Kundenorientierung von Mitarbeitern: Forschungsstand und -perspektiven. Z. Betriebswirtsch 78, 1061–1100 (2008). https://doi.org/10.1007/s11573-008-0112-1

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