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Beschwerdebehandlung und Nachbeschwerdeverhalten im interkulturellen Kontext

Author

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  • Alt, Elisabeth
  • Gelbrich, Katja

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.

Suggested Citation

  • Alt, Elisabeth & Gelbrich, Katja, 2009. "Beschwerdebehandlung und Nachbeschwerdeverhalten im interkulturellen Kontext," Ilmenauer Schriften zur Betriebswirtschaftslehre, Technische Universität Ilmenau, Institut für Betriebswirtschaftslehre, volume 1, number 12009, September.
    • Handle: RePEc:zbw:tuisbw:12009
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    References listed on IDEAS

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