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Beschwerdebehandlung und Nachbeschwerdeverhalten im interkulturellen Kontext

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  • Alt, Elisabeth
  • Gelbrich, Katja
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    Abstract

    Im Zuge der Globalisierung und der damit einhergehenden Internationalisierung des Kundenstamms von Unternehmen spielen kulturelle Unterschiede bei der Beschwerdebehandlung eine immer größere Rolle. Die vorliegende Arbeit untersucht daher, ob Unternehmensreaktionen auf eine Beschwerde universell anwendbar sind oder in verschiedenen Kulturen ein unterschiedliches Nachbeschwerdeverhalten hervorrufen. Dazu werden die Wirkungsbeziehungen von sechs Unternehmensreaktionen und drei Konstrukten des Nachbeschwerdeverhaltens in 38 in den USA durchgeführten Studien untersucht. Diese Wirkungsbeziehungen werden anschließend mit vier Kulturdimensionen der GLOBE-Studie in Beziehung gesetzt. Auf dieser Grundlage werden schließlich 24 Thesen aufgestellt, die Aussagen über die Wirkung der Unternehmensreaktionen auf das Nachbeschwerdeverhalten im kulturellen Kontext treffen. Die Thesen legen es nahe, dass die Unternehmensreaktionen in verschiedenen Kulturen eine unterschiedliche Wirkung auf das Nachbeschwerdeverhalten haben. Unternehmensreaktionen sollten daher nicht universell auf alle Kulturen angewandt werden, sondern müssen vielmehr auf kulturelle Besonderheiten abgestimmt werden. --

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    Bibliographic Info

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    This book is provided by Technische Universität Ilmenau, Institut für Betriebswirtschaftslehre in its series Ilmenauer Schriften zur Betriebswirtschaftslehre with number 12009 and published in 2009.

    Volume: 1/2009
    Handle: RePEc:zbw:tuisbw:12009

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    Phone: (0049) (0)3677 69 4001
    Fax: (0049) (0)3677 69 4200
    Web page: http://www.tu-ilmenau.de/bw/
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    References

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    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
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    1. Gelbrich, Katja & Roschk, Holger, 2007. "State of the Art zum Nachbeschwerdeverhalten," Ilmenauer Schriften zur Betriebswirtschaftslehre, Technische Universität Ilmenau, Institut für Betriebswirtschaftslehre, volume 3, number 32007.
    2. Maxham, James III, 2001. "Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions," Journal of Business Research, Elsevier, vol. 54(1), pages 11-24, October.
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    5. House, Robert & Javidan, Mansour & Hanges, Paul & Dorfman, Peter, 2002. "Understanding cultures and implicit leadership theories across the globe: an introduction to project GLOBE," Journal of World Business, Elsevier, vol. 37(1), pages 3-10, April.
    6. Gupta, Vipin & Hanges, Paul J. & Dorfman, Peter, 2002. "Cultural clusters: methodology and findings," Journal of World Business, Elsevier, vol. 37(1), pages 11-15, April.
    7. Gilly, Mary C & Gelb, Betsy D, 1982. " Post-Purchase Consumer Processes and the Complaining Consumer," Journal of Consumer Research, University of Chicago Press, vol. 9(3), pages 323-28, December.
    8. Herr, Paul M & Kardes, Frank R & Kim, John, 1991. " Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective," Journal of Consumer Research, University of Chicago Press, vol. 17(4), pages 454-62, March.
    9. Harris, Katherine E. & Grewal, Dhruv & Mohr, Lois A. & Bernhardt, Kenneth L., 2006. "Consumer responses to service recovery strategies: The moderating role of online versus offline environment," Journal of Business Research, Elsevier, vol. 59(4), pages 425-431, April.
    10. Goodwin, Cathy & Ross, Ivan, 1992. "Consumer responses to service failures: Influence of procedural and interactional fairness perceptions," Journal of Business Research, Elsevier, vol. 25(2), pages 149-163, September.
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