FU Berlin Digitale Dissertation
Marco Olavarria : Successful Marketing Strategies for Business to Consumer Services An Empirical Analysis Based on the Contingency Approach Erfolgreiche Marketingstrategien für Business to Consumer-Dienstleistungen
|Abstract| |Table of Contents| |More Information|

Abstract The underlying thesis of this dissertation is that services marketing has specific decision parameters and success factors. Thus it researches the following core question: "Which marketing strategies are successful for consumer services under different contextual circumstances?". The theoretical goal of the study is to develop and test a model which reflects the relevant parameters of decision making in services marketing using the contingency approach. The practical objective is to extract recommendations for the marketer of business to consumer services. The conceptualized decision making model for services marketing is based on "generic" marketing models and differentiates between basic strategies and the instrumental level of the marketing mix. The necessity of adapting and extending models developed mainly in view of marketing of consumer goods is especially evident pertaining to the crucial role of contact employees for many services. Consequently, internal marketing is integrated into the basic strategic model as a link between the external marketing strategy and internal human resources management. The study further shows that the marketing mix needs to be expanded as well as newly conceptualized. By differentiating between a basic and a complementary mix it is possible to build a comprehensive model. It allows the integration of services specific instruments and of customer retention ? which is often neglected in marketing mix models. The empirical test of the developed decision making model shows that the specific characteristics of services do have to be considered in services marketing. Some of the key findings are: The process of service delivery, the service environment and further elements of the product strategy of services are relevant factors of success. But due to the heterogenity of service quality supporting measures of creating an image advantage need to be taken. It is also interesting that direct sales which allow the controlled and consistent realization of one´s marketing strategy all the way to the consumer are significantly more successful than indirect sales. The contingency approach allows general as well as context specific analyses. The latter show that above mentioned results are not true in all cases. Accordingly it is shown that the developed contingency model is useful and that the given context should be considered when planning and executing a marketing strategy.

Table of Contents Download the whole PhDthesis as a zip-tar file or as zip-File For download in PDF format click the chapter title Titelblatt Inhaltsverzeichnis 1 Einleitung 2 Dienstleistungen und Dienstleistungsmarketing 2.1 Definition von Dienstleistungen und Dienstleistungsmarketing 2.2 Marketingrelevante Eigenschaften von Dienstleistungen 2.3 Arten von Dienstleistungen 3 Strategisches Marketing von Dienstleistungen 3.1 Die Bedeutung der Marktorientierung für die strategische Unternehmensplanung 3.2 Die Marketingplanung im Rahmen der strategischen Unternehmensplanung 3.3 Die strategische Marketingplanung für Dienstleistungen 3.4 Instrumentalstrategien: Planung des Marketingmix für Dienstleister 4 Der situative Ansatz im Dienstleistungsmarketing 4.1 Kontextkompenente: Darstellung relevanter Einflußgrößen auf Marketingentscheidungen bei Dienstleistungen 4.2 Gestaltungskomponente: Darstellung des Strategiemodells 4.3 Erfolgskomponenten: Darstellung der relevanten Outcome-Dimensionen 5 Empirische Untersuchung der Marketingstrategien für Dienstleistungen 5.1 Untersuchungsdesign: Ablauf und Anlage der empirischen Untersuchung 5.2 Ergebnisse der empirischen Untersuchung 6 Schlussbetrachtung 7 Literaturverzeichnis Anhang A Anhang B Anhang C Anhang D

More Information:
Online available:	http://www.diss.fu-berlin.de/2001/75/indexe.html
Language of PhDThesis:	german
Keywords:	Dienstleistungsmarketing, Marketing, Strategisches Marketing, services marketing, situativer Ansatz
DNB-Sachgruppe:	17 Wirtschaft
Date of disputation:	19-Jul-1999
PhDThesis from:	Fachbereich Wirtschaftswissenschaft, Freie Universität Berlin
First Referee:	Prof. Dr. Günher Haedrich
Second Referee:	Prof. Dr. Torsten Tomczak
Contact (Author):	marco.olavarria@krp-consulting.de
Date created:	18-May-2001
Date available:	25-May-2001

 

---

|| DARWIN|| Digitale Dissertationen || Dissertation|| German Version|| FU Berlin|| Seitenanfang ||

---

	Fragen und Kommentare an: darwin@inf.fu-berlin.de
© Freie Universität Berlin 1999