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Eine Diskussion des Dunning‐Kruger‐Effekts für Kunden‐Mitarbeitenden‐Beziehungen

  • Josephine Dölz
  • Florian Siems
Chapter

Zusammenfassung

Marketing hat sich in den letzten 40 Jahren kontinuierlich weiterentwickelt (Homburg 2012, 6ff.; Meffert, Burmann et.al. 2012, 7ff.; Bruhn 2016a, 15ff.). Eine der neuesten Entwicklungen ist, dass vermehrt Kunden in den Erstellungsprozess von Leistungen integriert werden (z.B. Bruhn, Stauss 2009; Siems 2014; Ballendat, Hütten et al. 2015). Beispiele sind der Self‐Check‐in am Flughafen, das Selbst‐Zusammenbauen von Möbeln und die Ansätze der Mass Customization, bei der die Kunden selbst Bestandteile von Produkten ihren Präferenzen entsprechend zu einem Gesamtprodukt zusammenstellen (Reichwald, Piller 2009, 226ff.).

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© Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature 2018

Authors and Affiliations

  1. 1.Technische Universität DresdenDresdenDeutschland

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