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2023 | OriginalPaper | Chapter

Customer Experience: Trust Experience an Human Touchpoints des Versicherungsvertriebs

Authors : Thomas Angerer, Volker Eickenberg

Published in: Digitales Marketing und Management

Publisher: Springer Fachmedien Wiesbaden

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Abstract

Bereits seit dem Jahr 1982 ist Customer Experience ein Thema in der Wissenschaft (Hirschman & Hol-brook, 1982) und wird seither im deutschsprachigen Raum bspw. unter den Begriffen Erlebnismarketing und Erlebniskonsum behandelt (Bruhn & Hadwich, 2012, S. 5). Die Bedeutung der Customer Experi-ences wird allerdings schon deutlich früher betont (Abbott, 1955): Kunden wünschen sich keine Pro-dukte, sondern „satisfying experiences“ (Abbott, 1955; Lemon & Verhoef, 2016, S. 70).

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Metadata
Title
Customer Experience: Trust Experience an Human Touchpoints des Versicherungsvertriebs
Authors
Thomas Angerer
Volker Eickenberg
Copyright Year
2023
Book
Digitales Marketing und Management

Print ISBN: 978-3-658-38003-8

Electronic ISBN: 978-3-658-38004-5

Copyright Year: 2023

DOI
https://doi.org/10.1007/978-3-658-38004-5_4