„Few things stir up a consumer revolt quicker than the notion that someone else is getting a better deal.“
Feinberg et al. (2002)
Zusammenfassung
Neukundenverträge werden häufig mit wesentlich attraktiveren Konditionen ausgestaltet als Vertragsangebote für Bestandskunden. Dabei scheinen Neukunden-Promotions zwar grundsätzlich geeignet, die Kaufbereitschaft potenzieller Kunden zu steigern, eventuelle Reaktionen der davon ausgeschlossenen Bestandskunden hierauf finden in der Praxis wie in der wissenschaftlichen Forschung jedoch kaum Beachtung. Vor diesem Hintergrund untersucht die vorliegende Studie anhand von zwei Laborexperimenten die Auswirkungen von Neukunden-Promotions auf potenzielle Kunden und Bestandskunden. Die Ergebnisse des ersten Experiments zeigen, dass Promotions bei potenziellen Kunden zu den gewünschten positiven Veränderungen der Kaufbereitschaft führen. Bei Bestandskunden dagegen sind negative Effekte zu beobachten, die insbesondere dann stark ausgeprägt sind, wenn Kunden erst seit kurzem in einer Kundenbeziehung mit ihrem Anbieter bzw. kurz vor Auslaufen ihres aktuellen Vertrags stehen. Das zweite Experiment belegt, dass die negativen Wirkungen auf die Bestandskunden vermieden werden können, wenn diesen die Möglichkeit geboten wird, durch eine Weiterempfehlungsprämie an der Neukunden-Promotion zu partizipieren. Dabei bleibt die positive Wirkung der Promotion auf die potenziellen Kunden weiterhin bestehen.
Abstract
Service providers frequently offer better deals to prospective customers than they offer to customers who prolong their contracts. The present paper examines the effectiveness of incentives on new customers and, perhaps even more significantly, assesses negative effects on existing customers. To test the hypothesized effects, a series of two experiments was conducted. Results indicate that promotions that are offered exclusively to prospective customers have a negative effect on existing customers, and that this negative effect is stronger for customers with a short relationship age and for those at the end of their contract life-cycle. The unfairness and inequity perceived by existing customers can be substantially reduced if these customers are offered the opportunity to receive a part of the promotion value, while the promotion’s effectiveness to attract new customers remains unaffected.
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Danksagung
Die Verfasser bedanken sich bei Dr. Benjamin Ballensiefen, Vodafone D2 GmbH und Dr. Maren Wunderlich, Deutsche Telekom AG sowie zwei anonymen Gutachtern der ZfB für die Vielzahl an wertvollen Hinweisen. Ein besonderer Dank gebührt dem Bundesministerium für Bildung und Forschung für die Unterstützung im Rahmen des Projektes INTER|CYCLE, Förderkennzeichen 01 FL10036.
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Woisetschläger, D., Evanschitzky, H. & Backhaus, C. Zur Wirkung von Neukunden-Promotions auf Bestandskunden. Z Betriebswirtsch 81, 183–204 (2011). https://doi.org/10.1007/s11573-010-0427-6
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DOI: https://doi.org/10.1007/s11573-010-0427-6