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Blueprinting, sequentielle Ereignismethode und Critical Incident Technique

Drei Methoden zur qualitativen Messung von Dienstleistungsqualität
  • Katja Gelbrich

Auszug

Der Richtungsstreit über das Erkenntnispotenzial quantitativer Forschung einerseits und des qualitativen Denkansatzes andererseits ist zwar nach wie vor ungelöst (Müller 2000). Aber mittlerweile hat sich in weiten Teilen der empirischen Marktund Sozialforschung die Erkenntnis durchgesetzt, dass qualitative Methoden wesentlich dazu beitragen, wirtschaftliche und soziale Phänomene zu beschreiben und zu erklären (Lamnek 2005, Trommsdorff 1993). Das Ziel diese Artikels besteht darin, den Erkenntnisbeitrag darzulegen, den der qualitative Ansatz zur Messung eines wichtigen Erfolgsfaktors im Marketing zu leisten vermag: Dienstleistungsqualität.

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Copyright information

© Betriebswirtschaftlicher Verlag Dr. Th. Gabler | GWV Fachverlage GmbH, Wiesbaden 2007

Authors and Affiliations

  • Katja Gelbrich
    • 1
  1. 1.Technischen Universität IlmenauDeutschland

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