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Motivation als Determinante der Zahlungsbereitschaft von Dienstleistungskunden

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Management-, Mitarbeiter- und Kundenmotivation als Determinanten der Zahlungsbereitschaft von Dienstleistungskunden

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Wie fällt eine Kundin oder ein Kunde die Entscheidung darüber, welchen Preis sie bzw. er maximal bereit ist, für eine bestimmte Qualität und Quantität eines Guts oder einer Dienstleistung zu bezahlen? Diese Frage nach der so genannten Willingness to Pay 1 beschäftigt Marketingwissenschaftler bereits seit etlichen Jahren.2 So wurde die Relevanz der Preispolitik für eine erfolgreiche Vermarktung von unternehmerischen Leistungen erstmals bereits in den sechziger Jahren von Corey erkannt und formuliert.3 Demnach wird ein Individuum ein Produkt nur dann kaufen oder eine Dienstleistung nur dann in Anspruch nehmen, wenn der erwartete Vorteil in Form eines Nutzens größer ist, als der durch die monetäre Kompensation sowie die Kosten der Beschaffung entstehende Nachteil.4 Die Höhe der Willingness-to-Pay (WTP), ist daher kritisch bei der Gestaltung einer optimalen Preispolitik und der Prognose des Absatzes bei alternativen Preisforderungen eines Anbieters.

1 Für den Ausdruck Willingness-to-Pay finden sich in der Literatur unter anderem auch die Begriffe Zahlungsbereitschaft, Preisbereitschaft, Reservationspreis, Maximal- oder Prohibitivpreis, welche synonym verwendet werden. Vgl. Kalish/Nelson (1991), S. 327.

2 Für eine Öbersicht vgl. Monroe (2003).

3 Vgl. Corey (1962), S. 256.

4 Vgl. Kalish/Nelson (1991), S. 327 ff.

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(2008). Motivation als Determinante der Zahlungsbereitschaft von Dienstleistungskunden. In: Management-, Mitarbeiter- und Kundenmotivation als Determinanten der Zahlungsbereitschaft von Dienstleistungskunden. Gabler. https://doi.org/10.1007/978-3-8349-9983-2_1

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