Skip to main content
SpringerLink
Log in

Verhaltenseffekte bei Überbuchung von Servicekapazitäten

  • Chapter
  • First Online:
Revenue Management aus der Kundenperspektive

Zusammenfassung

Infolge der Implementierung von Revenue-Management-Systemen nehmen viele Dienstleistungsunternehmen (z. B. Fluggesellschaften, Hotels, Autovermieter) systematisch Kapazitätsüberbuchungen vor, um so ihren Umsatz zu einem bestimmten Zeitpunkt (d. h. bei einem Flug, in einer Nacht und an einem Tag) zu maximieren. Die wissenschaftliche Literatur hat sich bislang noch nicht der Frage gewidmet, wie Kunden auf Überbuchungserfahrungen in Form von Herabstufung, Nichtbeförderung oder Höherstufung reagieren. Die Autoren dieses Beitrags untersuchen die Effekte derartiger Ereignisse auf das Nutzungsverhalten von Airline-Kunden mithilfe des ökonometrischen Verfahrens der konditionalen Difference-in-Differences-Analyse. Sie stellen fest, dass Kunden, die die negativen Effekte des Revenue-Managements erfahren, die Anzahl ihrer Transaktionen mit der Fluggesellschaft signifikant verringern, während hochgestufte Kunden nur schwach positive Reaktionen zeigen. Bei hochwertigen Kundengruppen sind die Effekte negativer Ereignisse stärker ausgeprägt, signifikante Effekte positiver Ereignisse lassen sich hingegen nur bei einer niedrigwertigen Kundengruppe feststellen. Nach den Ergebnissen der Studie empfiehlt es sich, die Kundenreaktionen auf Revenue-Management-Praktiken stärker in den Fokus zu stellen. Auf allgemeinerer Ebene fördert die Studie eine stärker interdisziplinär ausgerichtete Sicht auf das Service-Management, indem sie die Notwendigkeit einer engeren Zusammenarbeit verschiedener Managementfunktionen (z. B. Marketing und Operations) bei Entwicklung und Management von Konzepten von unternehmensweiter Bedeutung belegt.

Bei dem Beitrag handelt es sich um eine übersetzte Fassung der Veröffentlichung Wangenheim, F. v., und Bayón, T. (2007). Behavioral Consequences of Overbooking Service Capacity. Journal of Marketing, 71(4), 36–47. Die Herausgeber danken der American Marketing Association für die bereitwillige Genehmigung des Reprints.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 39.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book
USD 59.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Notes

  1. 1.

    Unter Berücksichtigung der Unterschiede hinsichtlich der Anzahl an Flügen sind die resultierenden monetären Effekte wesentlich größer als die dargestellten Parameter.

  2. 2.

    Die Verwendung des Datensatzes liefert jedoch im Wesentlichen dieselben Resultate und nur schwache Unterschiede für die Parameterschätzungen.

Literatur

  • Adams, J. S. (1963). Toward an understanding of inequity. Journal of Abnormal and Social Psychology, 67(5), 422–436.

    Article  Google Scholar 

  • Barabas, J. (2004). How deliberation affects policy opinions. American Political Science Review, 98(November), 687–701.

    Google Scholar 

  • Bejou, D., & Palmer, A. (1998). Service failure and loyalty: An exploratory empirical study of airline customers. Journal of Services Marketing, 12(1), 7–22.

    Article  Google Scholar 

  • Blank, J. (2006). “Passenger Gets, Er, An Earfull”. Online Travel Review, (September 27), (accessed June 7, 2007), [verfügbar unter http://www.onlinetravelreview.com/online_travel_review/2006/09/passenger_gets_.html].

  • Bolton, R. N., Lemon, K., & Verhoef, P. C. (2004). The theoretical underpinnings of customer asset management. Journal of the Academy of Marketing Science, 32(3), 271–292.

    Article  Google Scholar 

  • Bowman, D., & Narayandas, D. (2004). Linking customer management effort to customer profitability in business markets. Journal of Marketing Research, 41(November), 433–447.

    Google Scholar 

  • Campbell, D. J., & Pritchard, R. D. (1976). Motivation theory in industrial and organizational psychology. In M. D. Dunnette (Hrsg.), Handbook of Industrial and Organizational Psychology (S. 63–130). Chicago: Rand McNally.

    Google Scholar 

  • Chebat, J.-C., Davidow, M., & Codjovi, I. (2005). Silent voices: Why some dissatisfied consumers fail to complain. Journal of Service Research, 7(4), 328–342.

    Article  Google Scholar 

  • Cochran, W., & Rubin, D. J. (1973). Controlling bias in observational studies: A review. Sankhya, 35(4), 417–446.

    Google Scholar 

  • Diaz, J. J., & Handa, S. (2004). An assessment of propensity score matching as a nonexperimental impact estimator: Evidence from a Mexican poverty program. Working paper. Department of Public Policy, University of North Carolina, Chapel Hill.

    Google Scholar 

  • Finn, A. (2005). Reassessing the foundations of customer delight. Journal of Service Research, 8(2), 103–116.

    Article  Google Scholar 

  • Fisk, R. P., & Young, C. E. (1985). Disconfirmation of equity expectations: Effects on consumer satisfaction with services. In E. Hirschman & H. Holbrook (Hrsg.), Advances in Consumer Research (S. 340–345), Bd. 12. Provo: Association for Consumer Research.

    Google Scholar 

  • Folger, R., & Skarlicki, D. P. (1999). Unfairness and resistance to change: Hardship as mistreatment. Journal of Organizational Change Management, 12(1), 35–50.

    Article  Google Scholar 

  • Garner, C. A. (1986). Equity in economic relationships. Journal of Economic Behaviour and Organisation, 7(3), 253–264.

    Article  Google Scholar 

  • Goodwin, C., & Ross, I. (1990). Consumer evaluations of responses to complaints: What’s fair and why? Journal of Consumer Marketing, 7(2), 39–47.

    Article  Google Scholar 

  • Greene, W. (2003). Econometric Analysis. Upper Saddle River: Pearson Education.

    Google Scholar 

  • Hall, J., & Porteus, E. (2000). Customer service competition in capacitated systems. Manufacturing and Service Operations Management, 2(2), 145–165.

    Article  Google Scholar 

  • Heckman, J. (1997). Instrumental variables. A study of implicit behavioral assumptions used in making program evaluations. Journal of Human Resources, 32(3), 441–462.

    Article  Google Scholar 

  • Heckman, J., Ichimura, H., & Todd, P. E. (1997). Matching as an econometric evaluation estimator: Evidence from evaluating a job training programme. Review of Economic Studies, 64(4), 605–654.

    Article  Google Scholar 

  • Heckman, J., Ichimura, H., Smith, J., & Todd, P. (1998). Characterizing selection bias using experimental data. National Bureau of Economic Research, Working Paper No. 6699.

    Google Scholar 

  • Homans, G. C. (1961). Social Behavior: Its Elementary Forms. New York: Harcourt, Brace & World.

    Google Scholar 

  • Huppertz, J. W., Arenson, S. J., & Evans, R. H. (1978). An application of equity theory to buyer–seller exchange situations. Journal of Marketing Research, 15(May), 250–260.

    Google Scholar 

  • Inman, J. J., Dyer, J. S., & Jia, J. (1997). A Generalized utility model of disappointment and regret effects on post-choice valuation. Marketing Science, 16(2), 97–111.

    Article  Google Scholar 

  • Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decisions under risk. Econometrica, 47(March), 263–291.

    Google Scholar 

  • Kimes, S. E., & Chase, R. B. (1998). The strategic levers of yield management. Journal of Service Research, 1(2), 156–166.

    Article  Google Scholar 

  • Kimes, S. E., & Wirtz, J. (2003). Has revenue management become acceptable? Findings from an international study on perceived fairness of rate fences. Journal of Service Research, 6(2), 125–135.

    Article  Google Scholar 

  • Maxham, J. G. III, & Netemeyer, R. G. (2002). Modeling customer perceptions of complaint handling over time: The effects of perceived justice on satisfaction and intent. Journal of Retailing, 78(4), 239–252.

    Article  Google Scholar 

  • McColl-Kennedy, J., & Sparks, B. A. (2003). Application of fairness theory to service failures and service recovery. Journal of Service Research, 5(3), 251–266.

    Article  Google Scholar 

  • McGill, J., & van Ryzin, G. (1999). Revenue management: Research overview and prospects. Management Science, 33(2), 233–256.

    Google Scholar 

  • Mittal, V., Ross, W. T., & Baldasare, P. M. (1998). The asymmetric impact of negative and positive attribute-level performance on overall satisfaction and repurchase intentions. Journal of Marketing, 62(January), 33–47.

    Google Scholar 

  • Noone, B. M., Kimes, S. E., & Renaghan, L. M. (2003). Integrating customer relationship management and revenue management: A hotel perspective. Journal of Revenue and Pricing Management, 2(1), 7–21.

    Article  Google Scholar 

  • Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. Boston: Richard D Irwin/McGraw-Hill.

    Google Scholar 

  • Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: Foundations, findings and managerial insights. Journal of Retailing, 73(3), 311–336.

    Article  Google Scholar 

  • Perry, L. S. (1993). Effects of inequity on job satisfaction and self-evaluation in a national sample of African-American workers. Journal of Social Psychology, 133(4), 565–573.

    Article  Google Scholar 

  • Rosenbaum, P. R., & Rubin, D. J. (1984). Reducing bias in observational studies using subclassification on the propensity score. Journal of the American Statistical Association, 79(387), 516–524.

    Article  Google Scholar 

  • Rubin, D. J. (1973). Matching to remove bias in observational studies. Biometrics, 29(1), 159–183.

    Article  Google Scholar 

  • Rubin, D. J. (1977). Assignment to treatment group on the basis of a covariate. Journal of Educational Statistics, 2(1), 1–26.

    Article  Google Scholar 

  • Rust, R. T., & Oliver, R. L. (2000). Should we delight the customer? Journal of the Academy of Marketing Science, 28(1), 86–94.

    Article  Google Scholar 

  • Rust, R. T., Zahorik, A. J., & Keiningham, T. L. (1995). Return on quality (ROQ): Making service quality financially accountable. Journal of Marketing, 59(April), 58–70.

    Google Scholar 

  • Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on marketing: Using customer equity to focus marketing strategy. Journal of Marketing, 68(January), 109–127.

    Google Scholar 

  • Schmitt, D. R., & Maxwell, G. (1972). Withdrawal and reward reallocation as responses to inequity. Journal of Experimental Social Psychology, 8(3), 207–221.

    Article  Google Scholar 

  • Shankar, V., Smith, A. K., & Rangaswamy, A. (2003). Customer satisfaction and loyalty in online and offline environments. International Journal of Research in Marketing, 20(2), 153–175.

    Article  Google Scholar 

  • Silverman, B. W. (1986). Density estimation: For statistics and data analysis. London: Chapman and Hall.

    Book  Google Scholar 

  • Stephens, N., & Gwinner, K. P. (1998). Why don’t some people complain? A cognitive-emotive process model of consumer complaint behavior. Journal of the Academy of Marketing Science, 26(3), 172–189.

    Article  Google Scholar 

  • Suzuki, Y. (2004). The impact of airline service failures on travelers’ carrier choice: A case study of central Iowa. Transportation Journal, 43(April), 26–36.

    Google Scholar 

  • Taylor, S., & Claxton, J. D. (1994). Delays and the dynamics of service evaluations. Journal of the Academy of Marketing Science, 22(3), 254–264.

    Article  Google Scholar 

  • U.S. Department of Transportation (2006). Air travel consumer report. (05. Dezember 2006), [verfügbar unter http://airconsumer.ost.dot.gov/reports/2006/December/0612atcr.pdf].

  • Walster, E., Berscheid, E., & Walster, G. W. (1973). New directions in equity research. Journal of Personality and Social Psychology, 25(2), 151–176.

    Article  Google Scholar 

  • Wind, J., Mahajan, V., & Gunther, R. E. (2002). Convergence marketing: Strategies for reaching the hybrid customer. Upper Saddle River: Financial Times/Prentice Hall.

    Google Scholar 

  • Wirtz, J., Kimes, S. E., Ho Pheng Theng, J., & Patterson, P. (2003). Revenue management: Resolving potential customer conflicts. Journal of Revenue & Pricing Management, 2(3), 216–226.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. ETH Zürich, MTEC, Weinbergstr. 56/58, 8092, Zürich, Schweiz

    Prof. Dr. Florian von Wangenheim

  2. German Graduate School of Management and Law (GGS), Bildungscampus 2, 74076, Heilbronn, Deutschland

    Prof. Dr. Tomás Bayón

Authors
  1. Prof. Dr. Florian von Wangenheim
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Prof. Dr. Tomás Bayón
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Florian von Wangenheim .

Editor information

Editors and Affiliations

  1. Universität St. Gallen, St. Gallen, Switzerland

    Torsten Tomczak

  2. SRH Hochschule Berlin, Berlin, Germany

    Wibke Heidig

Rights and permissions

Reprints and permissions

Copyright information

© 2014 Springer Fachmedien Wiesbaden

About this chapter

Cite this chapter

von Wangenheim, F., Bayón, T. (2014). Verhaltenseffekte bei Überbuchung von Servicekapazitäten. In: Tomczak, T., Heidig, W. (eds) Revenue Management aus der Kundenperspektive. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-00735-5_6

Download citation

  • DOI: https://doi.org/10.1007/978-3-658-00735-5_6

  • Published:

  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-00734-8

  • Online ISBN: 978-3-658-00735-5

  • eBook Packages: Business and Economics (German Language)

Publish with us

Policies and ethics

Search

Navigation