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Struktur und Erfolgswirkung der Kundenbeziehungsfähigkeit

  • Original Empirical Research
  • Published:
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Zusammenfassung

Langfristig angelegte und stabile Kundenbeziehungen zählen zu den Schlüsselressourcen erfolgreicher Unternehmen. Der Erfolg im Kundenbeziehungsmanagement weist jedoch von Unternehmen zu Unternehmen erhebliche Unterschiede auf, so dass sich die Frage nach den Ursachen für diese Erfolgsunterschiede stellt. Die organisationale Kundenbeziehungsfähigkeit stellt eine Möglichkeit dar, Unterschiede hinsichtlich des Kundenbeziehungserfolgs zu erklären. Ziel dieser Arbeit ist es, vor dem Hintergrund des Dynamic Capabilities View eine theoriegeleitete Konzeptionalisierung einer entsprechenden Fähigkeit vorzunehmen und deren Erfolgswirksamkeit zu überprüfen. Der Test des Untersuchungsmodells erfolgt mittels Strukturgleichungsmodellen, basierend auf Daten von insgesamt 224 Unternehmen. Die Ergebnisse der empirischen Überprüfung weisen auf eine valide Messung der Kundenbeziehungsfähigkeit mittels der drei postulierten Dimensionen relationales Lernen, Kundenportfoliokoordination und Kundenadaptivität hin. Darüber hinaus konnte die positive Wirkung der Kundenbeziehungsfähigkeit auf die Beziehungsqualität und den Wettbewerbserfolg nachgewiesen werden.

Abstract

Stable and enduring customer relationships rank among successful companies' key resources. Success in customer relationship management varies considerably between different firms; hence, the question arises as to which determinants are accountable for this success. Organizational customer relating capability is one possibility to explain relationship heterogeneity. Drawing on the dynamic capabilities view, this study aims at achieving a theoretically founded conceptualization of the construct customer relating capability and testing its effects on performance. The specified model is tested based on survey data from 224 firms using structural equation modeling. The results strongly support the proposed three-dimensional conceptualization of the customer relating capability comprising relational learning, customer portfolio coordination and customer adaptively capabilities. The positive effect of customer relating capability on relationship quality and competitive advantage is supported likewise.

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Notes

  1. Die Überprüfung hinsichtlich eines eventuellen Nonresponse Bias erfolgte mittels Mann-Whitney-U-Tests. Der Vergleich des ersten Drittels der Antworten mit dem Drittel der zuletzt eingegangenen Antworten ergab keine auf dem  5% Niveau signifikanten Abweichungen. Für den Test auf Vorliegen eines Web Survey Bias und eines Positonal Bias kam der Kruskall-Wallis-H-Test zur Anwendung. Weder für die unterschiedlichen Antwortmöglichkeiten noch für die unterschiedlichen Teilnehmergruppen konnten auf dem  5% Niveau signifikante Abweichungen zwischen den Antworten festgestellt werden.

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Authors and Affiliations

  1. Lehrstuhl für Informations- und Kommunikationsmanagement, DHV Speyer, Freiherr-vom-Stein-Str. 2, 67346, Speyer, Deutschland

    Bernd W. Wirtz & Sebastian Ullrich

  2. ROLAND Rechtsschutz-Versicherungs-AG, Deutz-Kalker Str. 46, 50679, Köln, Deutschland

    Sebastian Lütje

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  1. Bernd W. Wirtz
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  2. Sebastian Lütje
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  3. Sebastian Ullrich
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Correspondence to Bernd W. Wirtz.

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Tabelle 1 Zusammenfassung der Messskalen
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Tabelle 2 Überprüfung der Diskriminanzvalidität
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Wirtz, B.W., Lütje, S. & Ullrich, S. Struktur und Erfolgswirkung der Kundenbeziehungsfähigkeit. markt 48, 147–161 (2010). https://doi.org/10.1007/s12642-010-0020-0

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