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Weiterempfehlungen Mit Service-Recovery: Ein Vergleich Zwischen Sender Und Empfänger
Paperback
Series: Applied Marketing Science / Angewandte Marketingforschung
Business GeneralInvesting & Finance
ISBN13: 9783658220624
Publisher: Springer Gabler
Published: May 14 2018
Pages: 182
Weight: 0.54
Height: 0.43 Width: 5.83 Depth: 8.27
Language: German
Auf Basis theoretischer Ansätze leitet Jana Wies Hypothesen zu dem Sender-Empfänger-Vergleich von Weiterempfehlungen mit Service-Recovery her. Sie überprüft die Hypothesen mithilfe einer Befragung mit realen Weiterempfehlungen und zwei experimentellen Studien empirisch. Die Autorin zeigt, dass Empfänger die Weiterempfehlungen negativer wahrnehmen als Sender, wenn diese Service-Recoverys enthalten. Dieser Effekt wird verstärkt durch die Schwere des Dienstleistungsfehlers und verringert durch die Beziehungsstärke zwischen dem Sender und dem Unternehmen.
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