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Akteure der Service Co-Creation und ihre Rollen

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Management von Dienstleistungsprozessen

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Zusammenfassung

Kunden und Personal des Dienstleisters stellen Akteure, d. h. Handelnde, im Service Co-Creation-Prozess dar. Auf der Kundenseite wird zwischen dem betrachteten Kunden und anderen Kunden, auf der Anbieterseite zwischen Kundenkontaktpersonal und anderen Mitarbeitenden des Dienstleisters unterschieden. Jeder Akteur nimmt für eine bestimmte Episode eine spezifische Rolle im Service-Skript ein, die durch spezifische Handlungen und Verhaltensweisen geprägt ist. Für eine zielführende Service Co-Creation mit dem Ziel der Entstehung von Service Experience müssen die Rollen aller beteiligten Akteure in einem Rollenset aufeinander abgestimmt sein. Dies ist die Aufgabe des Anbieters, indem er Rollen und Anzahl der Akteure für das Service-Skript festlegt und durch interaktive Rollenaushandlung insbesondere seines Personals gegenüber den Kunden dafür sorgt, dass alle die für sie vorgesehene Rolle ausführen können.

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  1. Douglas-Stiftungslehrstuhl für Dienstleistungsmanagement, FernUniversität in Hagen, Hagen, Deutschland

    Sabine Fließ, Stefan Dyck & Maarten Volkers

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  1. Sabine Fließ
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Fließ, S., Dyck, S., Volkers, M. (2024). Akteure der Service Co-Creation und ihre Rollen. In: Management von Dienstleistungsprozessen. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-44147-0_7

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