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2024 | OriginalPaper | Buchkapitel

16. Ecosystem-Aktivitäten des Kunden und Anbietermaßnahmen

verfasst von : Sabine Fließ, Stefan Dyck, Maarten Volkers

Erschienen in: Management von Dienstleistungsprozessen

Verlag: Springer Fachmedien Wiesbaden

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Zusammenfassung

Nach dem Service Co-Creation-Prozess mit dem Anbieter führen Kunden Ecosystem-Aktivitäten durch, die mit anderen Wertgenerierungsprozessen in ihrem Leben verknüpft sind. Zu den zentralen Ecosystem-Aktivitäten des Kunden gehören das Erinnern und Reflektieren über die gemachten Erfahrungen sowie das Teilen dieser mit anderen bzw. das Word-of-Mouth-Verhalten. Auf Basis eines umfassenden Verständnisses der Gründe für diese Aktivitäten können Anbieter diese durch gezielte Maßnahmen im Rahmen des Erinnerungs- sowie Word-of-Mouth-Managements steuern, um das Wiederkaufverhalten sowie das Kaufverhalten von potenziellen Kunden positiv zu beeinflussen.

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Titel: Ecosystem-Aktivitäten des Kunden und Anbietermaßnahmen
verfasst von: Sabine Fließ
Stefan Dyck
Maarten Volkers
Verlag: Springer Fachmedien Wiesbaden
Buch: Management von Dienstleistungsprozessen
Print ISBN: 978-3-658-44146-3

Electronic ISBN: 978-3-658-44147-0

Copyright-Jahr: 2024
DOI: https://doi.org/10.1007/978-3-658-44147-0_16

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