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Erfolg durch Kooperation
(2009)
Relationship Marketing (RM) presumes trust as an important antecedent for the performance of interfirm relationships. Current research is dominated by an interpersonal perspective. In this research tack, trust chiefly emerges as a result of interpersonal relationships. But multiple risks arise if customer trust rests solely on elements inextricably linked to single representatives. Hence, this paper evaluates the impact of organizational capabilities and the moderating role of customer preferences on the trust creation process. The framework presented here is tested cross-industry on 220 customers for IT solutions. The results offer significant insight into the effectiveness of individual and organizational RM strategies.
Das Internet gewinnt für das Marketing zunehmend an Bedeutung. Dabei liegt der Fokus auf sogenannten Social-Media-Anwendungen wie Facebook, Twitter oder XING. Für Unternehmen stellt sich die Frage, ob das veränderte Mediennutzungsverhalten der Kunden eine neue Marketinglogik induziert. Eine aktuelle Untersuchung gibt Einblicke in die Chancen und Risiken, Anwendungsbedingungen und Kontextfaktoren für die Nutzung von Social Media im Marketing.
Turning complainers into fans : towards a framework for customer services in social media channels
(2012)
In recent years, marketing scholars have invested heavily in exploring the role of social media in marketing theory and practice. One valuable strategy for using social media in marketing communication is to provide customer services in applications like Facebook or Twitter. This paper evaluates a) the concept of perceived service quality in different service channels and b) the impact customer service strategies have on customer loyalty, word of mouth communication, and cross-sell preferences. The framework presented here is tested cross-channel against data collected from the customer service department of a large telecommunication provider. The results elucidate the effectiveness of customer service strategies in different channels.
Der Beitrag gibt einen Überblick zum Stand der Vertrauensforschung in Marketing und Vertrieb. Dabei ist Vertrauen als Gegenstand der Forschung innerhalb des Relationship Marketing Ansatzes sehr gut etabliert. Bei der Definition des Vertrauensbegriffs stützt sich das Marketing auf die Erkenntnisse der sozialwirtschaftlichen Nachbardisziplinen. Soweit Kunden ihren Anbietern vertrauen, gehen sie grundsätzlich ein Risiko ein und machen sich hierdurch angreifbar. Man vertraut in einen Anbieter, ohne vorab genau zu wissen, ob das gewünschte Resultat einer Kooperation mit Sicherheit eintritt. Dies gilt umgekehrt auch für den Anbieter, der zum Teil erhebliche Vorinvestitionen tätigen muss, ohne vorab zu wissen, ob tatsächlich eine Geschäftsbeziehung mit einem Kunden entsteht. Vertrauen ist daher v.a. in komplexen und langfristigen Beziehungen zwischen Anbietern und Kunden eine wesentliche Ressource. Entsprechend thematisiert der Beitrag die Bedingungen und Auswirkungen von Vertrauen auf unterschiedlichen Ebenen. Dabei dominiert in Marketing und Vertrieb noch immer eine interpersonale Perspektive. Die Potentiale organisationaler Beziehungsstrategien sind zum gegenwärtigen Zeitpunkt eher schwach beleuchtet, jedoch greift der Beitrag einige Trends für die weitere Ausrichtung der Vertrauensforschung auf, die zukünftig stärker an Bedeutung gewinnen werden. Dabei ist grundsätzlich davon auszugehen, dass bei zunehmend volatilen Rahmenbedingungen das Interesse an Vertrauensfragen auch in Marketing und Vertrieb weiter zunimmt.
Der Kundenservice bietet für das Marketing umfangreiche Ansätze zur Differenzierung. Dabei zahlen positive Serviceerlebnisse der Kunden auf unterschiedliche Marketingziele ein. Durch Social Media stehen darüber hinaus neue Möglichkeiten für den Servicedialog zur Verfügung. Der vorliegende Beitrag beschreibt die Umsetzung dieser Möglichkeiten bei der Telekom Deutschland GmbH.
Online credit card fraud presents a significant challenge in the field of eCommerce. In 2012 alone, the total loss due to credit card fraud in the US amounted to $ 54 billion. Especially online games merchants have difficulties applying standard fraud detection algorithms to achieve timely and accurate detection. This paper describes the Special constrains of this domain and highlights the reasons why conventional algorithms are not quite effective to deal with this problem. Our suggested solution for the problem originates from the fields of feature construction joined with the field of temporal sequence data mining. We present Feature construction techniques, which are able to create discriminative features based on a sequence of transaction and are able to incorporate the time into the classification process. In addition to that, a framework is presented that allows for an automated and adaptive change of features in case the underlying pattern is changing.
Learning and teaching requires the transfer of knowledge from one person to another. Due to the relevance of knowledge many models have been developed for knowledge transfer. However, the process of knowledge transfer has not yet been described completely and the approaches are too vague to facilitate its implementation. This paper contributes to a better understanding of knowledge transfer to support knowledge transfer in teaching. To address this challenge, we depict a layered model for knowledge transfer. The model structures the transfer in several steps and thus identifies major influencing factors. The paper describes the knowledge transfer from one person to another step by step. An example in the area of teaching business process management illuminates the process. The main contribution of this paper is the development of a layered model and its application in teaching.
Management nowadays is confronted by a variety of information originating from either internal or external sources. Thereby, the difficulty to focus on the relevant and company critical keyfigures information increases. In practice, information management is often a major weakness of efficient corporate management. That weakness is caused by the lack of a centralized, categorized and summarized presentation and analysis of strategy and decision-relevant information. Management cockpits, a kind of information center for managers, are an approach to meet the challenges of information management. They are a specific work environment for decision makers to get a quick and simple overview of the company’s economic situation. In the most completely equipped premises, the entire process is supported - from acquiring information, to analysis, decision-making, and communication. Use of management cockpits, a cross-functional, KPI-based and strategyoriented controlling and management process, can be successfully established in companies as well as the work of interdisciplinary management teams, which are supported. In order to provide these possibilities, the management cockpit is equipped with a range of functionalities that allow the structuring, categorization and management-adequate visualization of information along with extensive analysis and simulation options. Management cockpits, as a communication and collaboration platform, are a starting point and valuable process companion on the way to holistic and sustainable performance management.
Purpose: This paper aims to conceptualize and empirically test the determinants of service interaction quality (SIQ) as attitude, behavior and expertise of a service provider (SP). Further, the individual and simultaneous effects of SIQ and its dimensions on important marketing outcomes are tested. Design/methodology/approach – The narrative review of extant research helps formulate a conceptual model of SIQ, which is investigated using the univariate and multivariate meta-analysis.
Findings: There are interdependencies between drivers of SIQ that underlines the need to conceptualize service interaction as a dyadic phenomenon; use contemporary multilevel models, dyadic models, non-linear structural equation modeling and process studies; and study new and diverse services contexts. Meta-analysis illustrates the relative importance of the three drivers of SIQ and, in turn, their impact on consumer satisfaction and loyalty.
Research limitations/implications – The meta-analysis is based on existing research, which, unfortunately, has not examined critical services or exigency situations where SIQ is of paramount importance. Future research will be tasked with diversifying to several important domains where SIQ is a critical aspect of perceived service quality.
Practical implications: This study emphasizes that, although the expertise of an SP is important, firms would be surprised to learn that the attitude and behavior of their employees are equally important antecedents. In fact, there is a delicate balance that needs to be found; otherwise, attitudinal factors can have an overall counterproductive effect on consumer satisfaction.
Originality/value: This paper provides an empirical synthesis of SIQ and opens up interesting areas for further research.