Ähnlichkeit in der Konsumenten-Konsumenten-Beziehung – Eine explorative Analyse

  • Anna Dorothea Brack
Part of the Fokus Dienstleistungsmarketing book series (FDM)


Im Dienstleistungskontext spielt die Anwesenheit fremder anderer Konsumenten eine besondere Rolle, die bisher wenig erforscht wurde (Eroglu/Machleit, 2008; Uhrich/Benkenstein, 2011). Denn in vielen Dienstleistungskontexten nehmen diese fremden anderen Konsumenten an der Erstellung der Leistung teil bzw. sind anwesend, während diese erstellt und konsumiert wird (Brocato et al., 2012).


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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  • Anna Dorothea Brack
    • 1
  1. 1.Universität RostockRostockDeutschland

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