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Bestimmungsfaktoren des Beratungserfolges: Eine informationsökonomische Betrachtung und empirische Analyse im Handel

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  • Alexander Haas

    (Institut für Marketing und Unternehmensführung (Abteilung Marketing) der Universität Bern)

Abstract

Zusammenfassung In diesem Beitrag erfolgt eine informationsökonomisch fundierte Analyse der Wirkungen der persönlichen Beratung im Handel, bei der künden- und unternehmensbezogene Charakteristika der Beratungssituation explizit berücksichtigt werden. Die Ergebnisse zeigen, dass die Gewinnung von Kundeninformationen, die Vermittlung von Produktinformationen und die Vermittlung von Auswahlinformationen die kundenseitige Beratungszufriedenheit positiv beeinflussen. Als moderierende Variablen beeinflussen das Alter und Geschlecht der Kunden sowie die Produktpräsentation im Geschäft die Wirkung des informationsvermittelnden Verhaltens auf die Beratungszufriedenheit.

Suggested Citation

  • Alexander Haas, 2006. "Bestimmungsfaktoren des Beratungserfolges: Eine informationsökonomische Betrachtung und empirische Analyse im Handel," Schmalenbach Journal of Business Research, Springer, vol. 58(5), pages 638-664, August.
    • Handle: RePEc:spr:sjobre:v:58:y:2006:i:5:d:10.1007_bf03371670
    DOI: 10.1007/BF03371670
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    References listed on IDEAS

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    More about this item

    Keywords

    D82; M31;

    JEL classification:

    • D82 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Asymmetric and Private Information; Mechanism Design
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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