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Noncomplainer-Loyalty im BtB-Servicemarketing

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Gestaltung des Wandels im Dienstleistungsmanagement

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Zusammenfassung

Eine relevante Informationsquelle über veränderte Kundenbedürfnisse liegt in der Generierung von Kunden-Feedback. Diejenigen Kunden, die jedoch keine Bereitschaft zur Artikulation von Unzufriedenheit aufweisen, werden als Noncomplainer bezeichnet. Vor dem Hintergrund der Relevanz langfristiger Geschäftsbeziehungen zielt der Beitrag darauf ab, auf Basis eines vierstufigen Loyalitätsmodells das Treueverhalten von Noncomplainern auf BtB-Dienstleistungsmärkten zu operationalisieren und verschiedene Intensitätsstufen der Loyalität zu identifizieren. Zudem wird untersucht, inwiefern gesellschaftliche Entwicklungen einen Einfluss auf die Bereitschaft zur Artikulation von Kritik an Dritte haben. Basierend auf den Ergebnissen einer Strukturgleichungsanalyse lassen sich theoretische sowie praktische Implikationen ableiten.

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  1. Heinrich-Heine-Universität, Düsseldorf, Deutschland

    Fabio-Yannick Laschet, Janis Witte & Peter Kenning

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  2. Lehrstuhl für Dienstleistungsmanagement, Fakultät Wirtschafts- und Sozialwissenschaften, Universität Hohenheim, Stuttgart, Baden-Württemberg, Deutschland

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Laschet, FY., Witte, J., Kenning, P. (2023). Noncomplainer-Loyalty im BtB-Servicemarketing. In: Bruhn, M., Hadwich, K. (eds) Gestaltung des Wandels im Dienstleistungsmanagement. Forum Dienstleistungsmanagement. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-41815-1_4

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