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Preisfairness im Dienstleistungskontext
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Fr die Preisbeurteilung und das Kundenverhalten stellt die wahrgenommene Preisfairness eine zentrale psychologische Wirkungsgre dar. Lukas Ogrzewalla befasst sich in diesem Buch mit der Preisfairness im Dienstleistungskontext. Zunchst wird ein Bezugsrahmen entworfen, um das Konstrukt der Preisfairness theoretisch und konzeptionell zu verorten. Anschlieend werden die inhaltlichen Dimensionen der Preisfairness herausgearbeitet. Auf dieser Basis wird ein Mess- und Wirkungsmodell der Preisfairness entwickelt und empirisch berprft. Die Erkenntnisse ermglichen die Ableitung von Handlungsempfehlungen zur systematischen Gestaltung der Preisfairness in der Unternehmenspraxis. Die Handlungsempfehlungen werden in Form eines Managementprozesses zusammenfassend dargestellt.
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