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Interaktion – das Kernelement der Service Co-Creation

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Management von Dienstleistungsprozessen

Zusammenfassung

Interaktion erfüllt aufgabenbezogene und beziehungsorientierte Zwecke. Soziale Interaktion vollzieht sich zwischen den im Service Co-Creation-Prozess beteiligten Akteuren und bedarf verbaler und nonverbaler Kommunikation. Für die Experience von Bedeutung ist, dass Akteure durch soziale Interaktion Emotionen im Gegenüber hervorrufen oder verstärken können. Soziale Interaktion wird durch soziale und kulturelle Gemeinsamkeiten und Unterschiede der Akteure geprägt, die somit Einfluss auf die Service Experience nehmen. Objektbezogene Interaktion bezieht sich auf Aktivitäten mit physischen oder digitalen Objekten. Technologie kann in der Interaktion die soziale Interaktion mediierend oder anreichernd eingesetzt werden oder kann soziale durch objektbezogene Interaktion ersetzen. Aufgabe des Anbieters ist es, die Interaktion in Bezug auf das Zusammenwirken sozialer, physischer und technologischer Aspekte vor dem Hintergrund der angestrebten Service Experience zu gestalten.

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  1. Douglas-Stiftungslehrstuhl für Dienstleistungsmanagement, FernUniversität in Hagen, Hagen, Deutschland

    Sabine Fließ, Stefan Dyck & Maarten Volkers

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Fließ, S., Dyck, S., Volkers, M. (2024). Interaktion – das Kernelement der Service Co-Creation. In: Management von Dienstleistungsprozessen. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-44147-0_9

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