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Wenn sich fremde Konsumenten am POS zu nahe kommen – Der Einfluss der räumlichen Distanz auf die Aufenthaltsdauer

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Aktuelle Aspekte in der Dienstleistungsforschung

Part of the book series: Fokus Dienstleistungsmarketing ((FDM))

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Zusammenfassung

Konsumenten lassen sich durch viele Faktoren einer Konsumumwelt leiten und beeinflussen. Von daher ist diese Verhaltensbeeinflussung ein zentrales Forschungsfeld in der Käuferverhaltensforschung (Bitner, 1992). Konsumenten reagieren bewusst und unbewusst auf kleinste Veränderungen der Umwelt-faktoren und passen ihr Verhalten der konkreten Konsumsituation an (Turley & Milliman, 2000). Daher überrascht es nicht, dass bis zu 80% aller Kaufentscheidungen direkt am Point of Sale (POS) getroffen werden (Pornpitakpan & Han, 2013; Underhill, 1999). Folglich ist es besonders wichtig, sämtliche Einfluss-faktoren an diesem Ort zu identifizieren, die den Kunden beeinflussen.

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  1. Institut für Marketing und Dienstleistungsforschung, Universität Rostock, Ulmenstraße 69, Rostock, 18057, Deutschland

    Michael Luck

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  1. Ludwig-Maximilians-Universität München, Institut für Marketing, München, Germany

    Anton Meyer

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Luck, M. (2015). Wenn sich fremde Konsumenten am POS zu nahe kommen – Der Einfluss der räumlichen Distanz auf die Aufenthaltsdauer. In: Meyer, A. (eds) Aktuelle Aspekte in der Dienstleistungsforschung. Fokus Dienstleistungsmarketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-08090-7_1

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