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Kommunikationsqualität in Kundeninteraktionen – Bestandsaufnahme, Operationalisierung und empirische Befunde im Private Banking


  • Manfred Bruhn

    (Universität Basel, Lehrstuhl für Marketing und Unternehmensführung, Peter-Merian-Straße 6, CH-4002 Basel/Schweiz)

  • Karsten Hadwich

    (Universität Hohenheim, Lehrstuhl für Dienstleistungsmanagement und Dienstleistungsmärkte, Wollgrasweg 23, D-70599 Stuttgart)

  • Astrid Frommeyer

    (Schweizerische, Post, Dialogmarketing, Viktoriastraße 21, CH-3030 Bern/Schweiz)


Personal communication is considered to be of major importance for good interactions between customers and employees. Despite this generally accepted view on the importance of personal communication, there is a lack of evidence concerning the measurement of perceived quality of personal communication. The contribution of this study is to develop an instrument for measuring the perceived quality of personal communication and to analyze its effects on customer interactions. Communication quality is understood as a higher-order construct. Based on the interactional view theory we differentiate two dimensions, communication content and relational communication. Our study with 748 bank customers confirmed the theoretical conceptualization of the construct. There is empirical evidence that communication contents effects on customer satisfaction and communication relationship effects on trust.

Suggested Citation

  • Manfred Bruhn & Karsten Hadwich & Astrid Frommeyer, 2010. "Kommunikationsqualität in Kundeninteraktionen – Bestandsaufnahme, Operationalisierung und empirische Befunde im Private Banking," Credit and Capital Markets, Credit and Capital Markets, vol. 43(1), pages 3-37.
  • Handle: RePEc:kuk:journl:v:43:y:2010:i:1:p:3-37

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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