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Kundenzufriedenheit und Kundenpreisverhalten

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Aktuelle Aspekte in der Dienstleistungsforschung

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

Zusammenfassung

Dass der Preis einen der stärksten Gewinntreiber in Unternehmen darstellt, kann als allgemein anerkannt gelten. Dabei sind es insbesondere Preiserhöhungen, die stark positive Wirkungen auf den Gewinn entfalten können (z.B. Diller, 2008, S. 21; Simon & Fassnacht, 2009, S. 1ff.). Es wird deshalb vielfach gefordert, zur Steigerung des Gewinns den Fokus auf Preiserhöhungen zu legen (z.B. Marn & Rosiello, 1992; Simon & Fassnacht, 2009). Allerdings werden dabei auch negative Reaktionen auf Seiten der Kunden befürchtet (Anderson & Simester, 2008; Fassnacht & Mahadevan, 2012). Aus diesem Grund erscheint es umso wichtiger, den Erkenntnisstand über das Verhalten der Konsumenten gegenüber dem Preis zu erhöhen, indem die Wirkmechanismen des Verhaltens und deren Determinanten analysiert werden. Als eine dieser Determinanten stand in der jüngeren Vergangenheit verstärkt die Kundenzufriedenheit im Fokus. Mittlerweile sind seit einer ersten Studie von Anderson (1996) fast zwanzig Jahre Forschung zur Wirkung von Kundenzufriedenheit auf das Kundenpreisverhalten vergangen.

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  1. Lehrstuhl für Marketing, Technische Universität Kaiserslautern, Postfach 3049, Kaiserslautern, 67653, Deutschland

    Kathrin Bösener & Prof. Dr. Stefan Roth

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  1. Kathrin Bösener
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    Anton Meyer

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Bösener, K., Roth, S. (2015). Kundenzufriedenheit und Kundenpreisverhalten. In: Meyer, A. (eds) Aktuelle Aspekte in der Dienstleistungsforschung. Fokus Dienstleistungsmarketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-08090-7_3

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