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Der Einfluss ausgewählter Persönlichkeitseigenschaften auf das Beschwerdeverhalten von Konsumenten by Fidesser, Tobias B. F.

Der Einfluss ausgewählter Persönlichkeitseigenschaften auf das Beschwerdeverhalten von Konsumenten

by Tobias B. F. Fidesser
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Book cover type: Paperback
  • ISBN13: 9783867466349
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Examicus Verlag
  • Publisher Imprint: Examicus Verlag
  • Publication Date:
  • Pages: 292
  • Original Price: GBP 101.5
  • Language: German
  • Edition: N/A
  • Item Weight: 386 grams
  • BISAC Subject(s): Marketing / General

Diplomarbeit aus dem Jahr 2002 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1, Fachhochschule Burgenland, Sprache: Deutsch, Abstract: Empirische Untersuchungen im Bereich des Konsumentenbeschwerdeverhalten ergaben bisher nur im Bereich soziodemographischer Faktoren Überschneidungen: Der beschwerdeführende Konsument ist vorwiegend männlich, zwischen 30 und 50 Jahren alt und verfügt über ein überdurchschnittliches Einkommen. Versuche, anstatt soziodemographischer Variablen verschiedene Persönlichkeitseigenschaften in den Beschwerdeprozess zu integrieren, konnten bislang jedoch keine befriedigenden Ergebnisse liefern. Mit der vorliegenden Arbeit wurde der Versuch unternommen, den Einfluss von Persönlichkeitseigenschaften auf das Konsumentenbeschwerdeverhalten und die Evaluierung des Beschwerdeergebnisses nachzuweisen. D.h. sind diese Variablen in der Lage Konsumentenverhalten - im Falle von Unzufriedenheit mit einem langlebigen Konsumgut - nachvollziehbar zu machen bzw. wie wirken diese Faktoren auf die Bewertung des erreichten Beschwerdeergebnisses? Ausgangspunkt der Arbeit bildet die Analyse internationaler Literatur zum Thema des Konsumentenbeschwerdeverhalten. Auf Basis der Recherchen wurde ein Modell des Beschwerdeverhaltens erstellt, indem Persönlichkeitseigenschaften wie Aggressivität und Erregbarkeit mit anderen Faktoren in Zusammenhang gesetzt werden. Gegenstand der Befragung war ein high-involvement Produkt aus dem technischen Bereich, welches von den Konsumenten innerhalb des vergangenen Jahres genutzt worden war. Die Stichprobe kann dabei in zwei Teile gegliedert werden: Unvoiced Complainers und Beschwerdeführer. Das erhaltene Datenmaterial wurde mittels SPSS und Korrelationsmethoden ausgewertet. Die Ergebnisse der Untersuchung lassen darauf schlie en, dass beide Persönlichkeitsfaktoren sehr schwach und nicht signifikant mit dem Beschwerdeverhalten bzw. der Evaluierung des Beschwerdeergebnisses korrelieren: Beschwerdeführer und Unvoic

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