Institut für Marketing & Management

Permanent URI for this collectionhttps://hohpublica.uni-hohenheim.de/handle/123456789/29

Browse

Now showing 1 - 7 of 7

Customer-dominant logic
(2024) Saleschus, Maxim; Hadwich, Karsten
Dominante Marketinglogiken bilden einen Eckpfeifer der Marketingtheorie und werden seit Jahrzehnten intensiv diskutiert. Mit der Goods-, Service- und Customer-Dominant Logic existieren drei zentrale Marketinglogiken, die auf unterschiedlichen Wertschöpfungsannahmen beruhen und eine holistische Konzeptualisierung aufweisen. Daraus resultieren konkurrierende Sichtweisen auf das Marketing, indem die Logiken hinsichtlich der Quelle, den beteiligten Akteure und Logiken sowie den Prozessen und Ergebnissen der Wertschöpfung zu differenzieren sind. Die Wahl zwischen diesen Logiken hat damit weitreichende Auswirkungen auf die strategische Ausrichtung eines Anbieters und seine Interaktion mit Kunden und anderen Stakeholdern, die Gestaltung seiner Geschäftsprozesse sowie die Entwicklung und Vermarktung seiner Angebote. Gleichermaßen steuern dominante Marketinglogiken als kognitive Orientierung auch die Marktforschung, indem spezifische Informationen erhoben, selektiert und aufbereitet werden. Die Goods- und Service-Dominant Logic betrachten die Wertschöpfungsprozesse aus der Anbieterperspektive. Kunden können dabei lediglich durch Formen der Kundenintegration (z. B. als Co-Produzent) – im vom Anbieter vorgegeben Ausmaß und Kontrollbereich – Einfluss auf den Wertschöpfungsprozess des Anbieters nehmen. Eine umfassende Betrachtung der Wert-schöpfungsprozesse des Kunden ist damit nicht zu konstatieren. Die Customer-Dominant Logic konterkariert diese Denkweise, indem sie durch das Konzept der Anbieterintegration einen systematischen Perspektivwechsel gegenüber der Goods- und Service-Dominant Logic vollzieht. Damit betrachtet die Customer-Dominant Logic den Anbieter lediglich als einen potenziellen Wertschöpfungspartner im sogenannten Kunden-Ecosystem und trägt der dominanten Rolle von Kunden in modernen Geschäftsbeziehungen Rechnung. Die Customer-Dominant Logic unterstellt, dass der Geschäftserfolg des Anbieters darauf beruht, zu verstehen, welche Rolle dieser im Ecosystem des Kunden einnehmen und durch die Gestaltung attraktiver Integrationsangebote erfüllen kann. Die Kenntnis und Befriedigung spezifischer Kunden-bedürfnisse, wie in der Goods- und Service-Dominant Logic, ist dabei nicht ausreichend, um zu verstehen, wie Kunden ihren (Geschäfts-)Alltag gestalten, mit Akteuren (z. B. Co-Kunden) in ihren Ecosystem interagieren und Angebote auf Basis ihrer individuellen Logik nutzen. Vielmehr betrachtet die Customer-Dominant Logic die Lebenssphäre des Kunden und die daraus resultierenden Kundenziele. Damit ermöglicht die Customer-Dominant Logic eine umfassendere Kundensicht und fördert eine stärkere Durchdringung der Wertentstehungsprozesse von Kunden. Trotz ihres Wertes für das Marketing wurde die Customer-Dominant Logic in der Forschung noch nicht vollständig durchdrungen. Zwar ist sie Gegenstand einer steigenden Anzahl wissenschaftlicher Fachpublikationen und wird von verschiedenen Autoren weltweit diskutiert. Jedoch sind insbesondere methodische und empirische Defizite zu konstatieren. Ziel der Dissertation ist es deshalb, basierend auf den Wertschöpfungsprinzipien der Customer-Dominant Logic methodische und empirische Forschungsdefizite zu bearbeiten. Im Anschluss an das einleitende Kapitel 1 wird in Kapitel 2 deshalb die methodische Weiterentwicklung der Customer-Dominant Logic durch die Konzeptionierung der Customer-Dominant (Case) Journey und Anwendung des Customer-Dominant (Case) Journey-Mappings im Anfragenmanagement eines Praxispartners in der professionellen Audiobranche vor-genommen. Durch die Customer-Dominant Journey wird zum einen die managementbezogene Anwendung der Customer-Dominant Logic und zum anderen eine kundendominante Gestaltung der Customer Experience ermöglicht. Ausgehend von der Weiterentwicklung des etablierten Marketinginstrumentes „Customer Journey“ um kundendominante Analyse-dimensionen (Experience-Ziele, Experience-Prozesse, Experience-Ecosystem und Experience-Zeitraum des Kunden) erfolgt die Anwendung der Customer-Dominant Journey im Rahmen von qualitativen Workshops mit Mitarbeitenden eines Praxispartners in der professionellen Audiobranche. Hierzu wird als spezifische Ausprägungsform die Customer-Dominant Case Journey betrachtet. Der Mapping- und stufenweise Analyseprozess führt zur Identifikation zahlreicher Maßnahmen, die eine umfassende kundendominante Optimierung der Customer Experience im Management von Kundenanfragen des Praxispartners ermöglichen. Kapitel 3 befasst sich mit der empirischen Durchdringung und Prüfung der Customer-Dominant Logic, indem die Konzeptualisierung und Operationalisierung der wahrgenommen Kunden-dominanz erfolgt. Es wird eine Skala zur Messung der „Customer Dominance“ entwickelt, um die Wertgenerierungsprinzipien der Customer-Dominant Logic in ein messbares und praktisch anwendbares Marketingkonzept zu überführen. In einem mehrstufigen Prozess wird das Konstrukt „Customer Dominance“ konzeptualisiert und gegenüber den etablierten Konzepten der Kundenorientierung und Kundenzentrierung differenziert. „Customer Dominance“ wird als ein Konstrukt zweiter Ordnung mit vier reflektiven Subdimensionen operationalisiert: Die Dominante interne Positionierung des Kunden, das Durchdringung der Logik des Kunden, das Denken im Kunden-Ecosystem und die Präsenzgenerierung. Eine quantitative Expertenstudie zur Bewertung der Inhaltsvalidität und eine quantitative Mitarbeitendenbefragung zur Skalen-bereinigung bestätigen die Reliabilität und Validität der entwickelten Messskala. Die Ergebnisse zeigen außerdem, dass sich die entwickelte Skala vom Konstrukt der Kundenorientierung unterscheidet, aber positive Effekte auf etablierte Konstrukte zur Messung der Erfolgswirkung des Marketing ((nicht)-finanzielle Performance)) aufweist. Kapitel 4 forciert ebenfalls die empirische Durchdringung und Prüfung der Customer- Dominant Logic, indem die Konzeptualisierung und qualitative Anwendung der Customer- Dominant Sustainability im Mobilitätskontext erfolgt. Als neuartiges Rahmenwerk verknüpft die Customer-Dominant Sustainability die Prinzipien der Wertgenerierung der Customer- Dominant Logic mit den Dimensionen der Triple Bottom Line. Daraus resultieren 12 unter- schiedliche, aber miteinander verbundene nachhaltigkeitsbezogenen Erfahrungsebenen. Durch die Beantwortung der Fragen, warum, wie, mit wem und wann Kunden nachhaltige Mobilität in ihrem eigenen Ecosystem erleben, berücksichtigt die Customer-Dominant Sustainability die individuelle Logik des Kunden als zugrundeliegenden und übergreifenden Steuerungs- mechanismus. Dies ermöglicht es Unternehmen, die Diskrepanz zwischen nachhaltigkeits- bezogenen Einstellungen und Verhaltensweisen von Kunden – auch bekannt unter dem Begriff „Sustainable Attitude Behavior Gap” – zu verstehen. Eine qualitative Pilotstudie im Kontext nachhaltiger urbaner Mobilität und in Kooperation mit der SSB verdeutlicht, dass die Customer-Dominant Sustainability praktikabel ist und dazu beiträgt, die Nachhaltigkeitslogik des Kunden zu analysieren und Ursachen für die Entstehung des Sustainable Attitude Behavior Gap zu entdecken. Die Ergebnisse zeigen, dass nachhaltige Mobilität von der individuellen Kundenlogik getrieben wird und zu nachhaltigen intra- und intersubjektiv geprägten Mobilitäts-erfahrungen in der Lebenssphäre des Kunden führt. Die Dissertation beleuchtet die Customer-Dominant Logic aus der Mitarbeitenden- (Beitrag 1), Management- (Beitrag 2) und Kundenperspektive (Beitrag 3). Ausgehend von der branchen-, kontext-, und kundentypübergreifenden Relevanz der Customer-Dominant Logic variieren die drei Dissertationsbeiträge nicht nur in methodischer Hinsicht (case study, quantitative Erhebungen, qualitative Tiefeninterviews), sondern auch in Bezug auf die genannten inhalt-lichen Aspekte. Die Dissertation liefern damit unterschiedliche Impulse zur methodischen und empirischen Weiterentwicklung des Forschungsstandes und demonstriert die Relevanz der Customer-Dominant Logic zur Bereicherung der Marketingwissenschaft.
Dienstleistungsnetzwerke im Kontext der Servicetransformation - Barrieren, Erfolgsfaktoren und Wirkungsmodell
(2017) Weigel, Sabrina; Hadwich, Karsten
Manufacturing firms face major challenges due to the commoditization of products and increasing competitive pressure, which causes them to develop new business models. In order to secure their competitive position, they offer additional services or innovative combinations of products and services in addition to their products. Due to limited capacities, however, it is often not possible for a single company to offer its customers not only products but also services or complete solutions. This is why many companies join forces with other companies in order to be able to provide services to customers in so-called service networks. A major challenge in the context of service networks during servitization is to ensure a consistent, high quality of service for the customer. Furthermore, working with other companies in a service network is a challenge, so that in some cases the expected benefits of the network are not achieved or the cooperation might even fail. Despite the great relevance of the topic, there is still a lack of literature on service networks in the context of servitization, so the aim of this thesis is to contribute to scientific research on service networks in the context of servitization and to provide relevant recommendations for the successful management of service networks in business practice. Therefore, the thesis focuses on a detailed analysis of the relationships and interactions between the various network partners in order to identify key points that enable a service network in the context of servitization to operate successfully and to provide customers with high-quality services that contribute to the success of the service network in the context of servitization. The work is divided into five chapters. After an introductory chapter on definitions, chapter 2 examines the barriers in the quality management of service networks in the context of servitization. To this end, an empirical qualitative investigation (n = 6) is carried out. The qualitative study aims to identify specific barriers in the quality management of service networks that prevent the creation of high quality service. That way, starting points are worked out on how to ensure high quality in service networks during servitization. Chapter 3 is devoted to the goal of identifying factors that lead to successfully operating service networks in the context of servitization. For this purpose, interviews with senior executives from companies in these service networks are conducted in a qualitative study (n = 25) in order to identify success factors for service networks during servitization. These levers provide companies in the process of servitization with important insights to increase the success of their service networks. The aim of the fourth chapter is to demonstrate the relationship between the identified success factors and the desired positive results of service networks in the context of servitization. To this end, a theoretical hypothesis model is developed, which is examined in a quantitative study (n = 257). Based on the results, factors can be deduced that have to be increased in order to realize a high-performance and customer-attractive service network in the context of servitization. Chapter 5 is the conclusion. In this chapter, the key results of the work are first summarized by succinctly answering the research questions. Then concrete recommendations are derived for corporate practice. In addition to limitations of this thesis, further research is provided. Overall, the thesis provides essential empirical findings on barriers, success factors and cause and effect relationships in service networks during servitization, from which relevant implications for theory as well as for an effective and successful management of these service networks in the context of servitization can be derived.
Erfolgsfaktoren zur Umsetzung der Transformation vom Produkthersteller zum Serviceanbieter
(2016) Hepp, Michael; Hadwich, Karsten
Throughout the last few decades many manufacturers of products have repositioned themselves strategically by moving from a product manufacturer to become a service provider. In the literature this is referred to “Servitization” or “Service Infusion”. Reasons for this is increasing competitive intensity in product manufacturing, corresponding with an erosion of product margins. Through Service Infusion, the product manufacturer can develop intimate relationships with its customer that results in a mutual dependency making the manufacturer less dependent on economic cycles. In addition, services usually have higher margins compared to products. This can result in a competitive advantage as well as higher entry barriers for the competitors. An increasing number of articles show the relevance of Service Infusion. Overall, however, the multitude of scientific papers have unfortunately not produced a common theoretical foundation or extensive empirical investigation. In addition, the integration of the customer as an external factor is a defined service as well, but is still insufficiently researched within the framework of the service infusion. So the thesis would like to answer the following three research issues: (1) What is a general theoretical framework for the service infusion? (2) What are the critical success factors for the transformation from a product manufacture to the product-oriented and system-solution-oriented business model? The overlapping success factors allows us conclusions for general success factors of the service infusion. (3) What is the role of customer integration in the transformation from the product manufacturer to the service provider and what is the ideal value of customer integration regarding to the specific business models? The thesis is structured in seven chapters: After the introduction, the second chapter describe the theoretical framework of the service infusion, the so-called business model approach of the service infusion. With a theoretical and deductive approach we structure ten development steps in four business models. For the validation we used case studies and a focus group discussion (n = 9) with experts. The third and fourth chapter show the implementation model of the product-oriented and system-solution-oriented business model. The EFQM Excellence model provides the theoretical framework. Through focus group discussions and a two-stage Delphi studies we confirmed for the product-oriented business model 29 (study 2, n = 11, study 3, n = 15) and the system-oriented business model 25, success factors (study 4, n = 11; study 5, n = 28). Chapter 5 shows success factors for the specific business models (product-oriented and system-solution-oriented business model), or general (fundamental) success factors of the service transformation. The sixth chapter describes the role of customer integration as part of the transformation process. The results shows, in relation to the different business models the collaborative role of the customers as an ideas supplier, a developer or a provider with different degrees of activities. These was also confirmed by a focus group discussion (6th study, n = 11). Finally Chapter 7 describes the limitation and conclusion of the thesis.
Führung im Dienstleistungskontext : eine Betrachtung aus Unternehmens-, Mitarbeiter- und Kundenperspektive
(2018) Popp, Marion Claudia Helma; Hadwich, Karsten
In the past few years rapid technological development has fundamentally changed the interaction between companies and customers. Many existing companies used this technological progress as an opportunity to strategically realign their organization and reposition themselves in the market. As part of this development, companies increasingly focused on providing (high quality) services as a strategic opportunity to remain competitive in the future. Yet, in order to successfully provide services, organizations need to anchor and continuously demonstrate a "service orientation". Thereby, leadership represents an essential and vital practice to establish and maintain a service orientation within an organization. However, despite the high relevance of the topic for both research and corporate practice, research gaps in the area of leadership in the service context were identified, which are addressed in this thesis. Specifically, three research gaps – from the company, employee and customer perspective – are discussed. Overall, the aim of this thesis is to contribute to the scientific as well as practical knowledge of leadership in a service context by means of a holistic view. The thesis is divided into five chapters. In Chapter 1, the relevance of the topic and a theoretical foundation is presented. Chapter 2 tests the applicability of selected leadership styles for the service transformation process. Therefore, the leadership requirements of the service transformation process are presented, whereupon selected leadership styles are evaluated with regard to the identified requirements of the service transformation process. Chapter 3 covers the conceptualization and operationalization of service-oriented leadership from an employee’s perspective. Performing a scale development process, it is identified that service-oriented leadership manifests in five behavioral characteristics. The developed measurement model is then further validated and empirically verified by additional investigations. Chapter 4 deals with leadership in customer contact from a customer’s perspective. The subject of the chapter is the empirical investigation of the effect of employees’ interaction behavior in different service situations, aiming to identify the employees interaction behavior that promises success for a specific situation. Chapter 5 demonstrates the conclusion of the thesis, whereby the key insights from the company, employee and customer perspective are presented and overarching insights and implications for research and corporate practice are listed. Overall, the work thus provides essential insights into leadership in the service context from a corporate, employee and customer perspective, from which further relevant research needs as well as implications for corporate practice can be derived.
Kundenwertorientierung von Mitarbeitern : Implementierungstreiber und Erfolgsauswirkungen
(2012) Munk, Steffen; Hadwich, Karsten
Although it is widely recognized that customer value orientation (CVO) can be a source of competitive advantage, marketers often struggle to implement such a strategy. A main implementation barrier is that employees do not know how to implement the CVO in their day-to-day business. The analysis of the CVO of employees is based on a cross-industry survey of 260 customer equity managers. The author describes two dimensions of employees? CVO and analyses relevant implementation drivers and outcomes.
Lokale Serviceorientierung von Tochtergesellschaften internationaler Unternehmen : theoretische Entwicklung und empirische Analyse
(2012) Bothe, Stephanie; Hadwich, Karsten
Although the relevance to align international companies with services is without debate, there is no research on service orientation in an international business context. Due to that serious research lack this study aims to develop an understanding of what service orientation in subsidiaries is and to generate management implications how to implement service orientation in a subsidiary. Based on the grounded theory approach, twenty-two interviews with managers of subsidiaries were conducted. The resulting understanding of service orientation as well as its relations with antecedents and its consequences have been validated in a quantitative study of 223 subsidiaries. The results show that service orientation in a subsidiary leads to service-oriented employee behavior and relationship commitment of its customers, which both influence the economic success of the subsidiary. These causal relations are independent of external factors, e. g. the cultural and physical distances between the subsidiary and its global head office, which do not have any significant moderating effect. This dissertation filled in a serious research gap in marketing science and gives guidance to managers how to implement service orientation in a subsidiary.
Wohlbefinden als neue Erfolgsgröße im Dienstleistungsmanagement : eine Analyse von Kunden- und Mitarbeiterwohlbefinden im Dienstleistungskontext
(2019) Falter, Mareike; Hadwich, Karsten
Currently, a paradigm shift from a customer-centered mindset to humanistic marketing takes place in science and practice. Thereby, individual, collective and social wellbeing plays a significant role. In service management, the subject area of transformative service research, which serves as a starting point for social transformation with regard to improving our society and environment, has been established. However, current research about wellbeing as a new success factor in the service context is very limited or incomplete. The present study’s central aim is therefore to make a scientific contribution to the topic of wellbeing in the service context, and to give practical implications for service managers, companies and political decision-makers with regard to service design, in order to create a positive impact on individual and social wellbeing. Subsequently, chapter 2 includes an analysis of wellbeing in the context of internal service marketing. This article aims to analyze the effects of digitalization in the work environment on employee wellbeing. The results show that with a high degree of digitalization in an employee’s work environment, the fulfilment of the basic needs competence, autonomy and human relationships decreases, as opposed to a work environment with a medium or low degree of digitalization. Mediation analysis reveals that employee satisfaction is not only influenced by digitalization in the work environment. These findings suggest that looking beyond indicators for employee satisfaction and taking psychological employee wellbeing as a new success factor into account benefits service management. Thus, by surveying employee wellbeing, additional determining factors can be identified in order to further explain employees’ reactions and behavior, and to create a pleasant work environment that serves employees and their individual needs. In the third chapter, wellbeing is considered as a new success factor in external service marketing. The study aims to analyze the effect of buying from social enterprises on consumer wellbeing, as in comparison with buying from other business models. Four experiments were conducted. The results of the variance analysis clearly show that buying products or services from a social enterprise increases consumer wellbeing, in comparison to buying from profit-oriented companies or companies with CSR activities. Accordingly, the present study gives an indication that a social enterprise not only represents a suitable business model for improving societal wellbeing or protecting the environment, but also brings wellbeing to the consumers themselves. Moreover, the results show that consumer wellbeing depends on the mission, or the objective of the business model. No significant differences between the purchase of products or services regarding consumer wellbeing occur. This finding especially widens the discussion about whether consumption of material goods as opposed to experiences increases wellbeing. The authors emphasize the significance of social enterprises and encourage managers and political decision-makers to invest in social enterprises. Chapter 4 contains an analysis of wellbeing in interactive service marketing. Its objective is to conceptualize and operationalize customer wellbeing in customer-employee-interaction in the service context, and thus develop a suitable measurement tool. Along the scale development process by Churchill (1979), the customer service wellbeing scale is developed. Hence, the measurement tool customer service wellbeing consists of the following five dimensions: positive emotions during the service process, engagement during the service process, (good) relationships with the service employees, meaning and accomplishment of the service, and absence of negative emotions during the service process. The results show that the customer service wellbeing scale, as compared to established dimensions, yields an important explanatory contribution in the service context. Furthermore, the study provides valuable findings regarding the scientific discourse on the bottom-up-spillover theory, and the suspected connection of individual consumption situations affecting superordinate areas of life, and therefore contribute to people’s overall life satisfaction. In chapter five, the author finally takes up all findings obtained, and illustrates how relevant it is to incorporate wellbeing as a new success factor in service management. It is emphasized that a consideration of wellbeing in the service context allows for further developing the design of sustainable services, for promoting services with a social value and impact, for creating a suitable work environment for employees, and last but not least for valuing individuals with their personalities and needs, instead of merely focusing on a calculable consumer.

Browse

Browsing Institut für Marketing & Management by Person "Hadwich, Karsten"