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Humorvolle Kommunikation bei Serviceversagen

Humorvolle Kommunikation bei Serviceversagen

Sarah Kobel

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Editorial:
Springer Nature B.V.
Año de edición:
2020
Materia
Ventas y marketing
ISBN:
9783658314736
80,89 €
IVA incluido
Disponible

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Sobre IBD

In insgesamt drei experimentellen Studien analysiert Sarah Kobel die Wirkung von Humor auf Konsumenten infolge aufgetretener Service-Fehler. Dabei leistet die Arbeit einen wissenschaftlichen Beitrag zur Humor- als auch zur Service-Forschung, indem zunächst der psychologische Wirkmechanismus von Humor identifiziert und die Wirkung von Humor schließlich mit der Wirkung klassischer Recovery-Maßnahmen (Entschuldigung, ökonomische Kompensation) verglichen wird. Die Autorin zeigt auf, wann Humor sein Potenzial als Maßnahme der Service-Recovery zu entfalten scheint, und wann auf klassische Maßnahmen der Recovery zurückgegriffen werden sollte.

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