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2020 | OriginalPaper | Chapter

7. Operative Gestaltung des Erwartungsmanagements für Dienstleistungen

Operative Gestaltung des Erwartungsmanagements …

Author : Manfred Bruhn

Published in: Qualitätsmanagement für Dienstleistungen

Publisher: Springer Berlin Heidelberg

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Zusammenfassung

Kundenerwartungen bilden neben der vom Kunden wahrgenommenen Dienstleistung eine zweite entscheidende Determinante der wahrgenommenen Dienstleistungsqualität. Damit ist es nicht nur Aufgabe eines umfassenden Dienstleistungsqualitätsmanagements, die Qualität der erbrachten Leistung zu steuern. Vielmehr bilden auch die kundenseitigen Erwartungen eine entscheidende Steuerungsgröße des Managements der Dienstleistungsqualität. Entsprechend wird im Rahmen dieses Kapitels eine Betrachtung der Aufgaben eines sogenannten Erwartungsmanagements vorgenommen. Ebenso werden die wichtigsten Einflussfaktoren auf die Kundenerwartungen analysiert. Hierauf aufbauend wird dann eine Messung und Steuerung von Kundenerwartungen möglich. Die in diesem Zusammenhang diskutierten Ansätzen werden dabei in direkte (z. B. Garantien) und indirekte (z. B. Serviceversprechen) Maßnahmen des Erwartungsmanagements unterschieden und differenziert dargestellt.

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Metadata
Title
Operative Gestaltung des Erwartungsmanagements für Dienstleistungen
Author
Manfred Bruhn
Copyright Year
2020
Publisher
Springer Berlin Heidelberg
Book
Qualitätsmanagement für Dienstleistungen

Print ISBN: 978-3-662-62119-6

Electronic ISBN: 978-3-662-62120-2

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-662-62120-2_7

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