Copied Emotionale Determinanten der Dienstleistungsqualitt
Emotionale Determinanten der Dienstleistungsqualitt
Die Qualitt von Dienstleistungen spielt im Wettbewerb um den Kunden eine wichtige Rolle. Fr das Dienstleistungsmarketing stellt sich damit verstrkt die Frage nach ihrer Operationalisierung und Messung. Aufgrund der zunehmenden Erlebnisorientierung der Konsumenten ben neben den klassischen, kognitiv geprgten Qualittsfaktoren, auch emotionale Faktoren einen wesentlichen Einfluss auf die Dienstleistungsqualitt aus. Dirk Forberger entwickelt einen Ansatz zur Operationalisierung und Messung der Dienstleistungsqualitt, der sowohl die kognitiven als auch die emotionalen Determinanten der Qualittswahrnehmung bercksichtigt. Das Messmodell wird anschlieend anhand zweier Datenstze berprft.
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