Browsing by Subject "Management"

Now showing 1 - 13 of 13

Adaption and assessment of a UHF-RFID system for livestock management
(2018) Adrion, Felix; Gallmann, Eva
A prerequisite for the implementation of concepts of precision livestock farming is data acquisition on the level of the individual animal, which is only possible on a large scale by applying electronic animal identification. Radio-frequency identification (RFID) systems in the ultra-high frequency range (UHF, 860 – 960 MHz) offer the possibility of simultaneous detection of transponders and a variably adjustable read range of more than 3 m. Until now, these systems were, however, only insufficiently adapted to the operating conditions in livestock farming. In collaboration with industry partners, passive UHF-RFID transponders for integration into ear tags for cattle and pigs and readers have been developed and tested. The objective of this thesis was the adaption and assessment of this UHF-RFID system for livestock farming. In particular, 1) the construction and test of a static test bench for UHF-RFID ear tags, 2) the development of a method of measuring the influence of ear tissue on the performance of UHF-RFID ear tags, and 3) the application and validation of the UHF-RFID system for monitoring of trough visits of growing-finishing pigs should be carried out. The experiments supported the selection and further development of UHF transponder ear tags and reader antennas for application in livestock farming. A suitable test method for UHF-RFID technology in the fields of research covered was established and applied for the first time. It repeatedly became clear during the experiments that the greatest challenge for the application of UHF transponders in ear tags is the reduction of the sensitivity against ear tissue. In addition to the monitoring of animal health with UHF-RFID, further research could be carried out regarding the positioning of animals for measurement of motion activity, the combination of transponders with sensors, for example, to measure body temperature, and the utilisation of the technology for implementation of the Internet of Things in food supply chains.
Alte und neue Wege des Gemeinschaftsmarketings für Agrarprodukte und Lebensmittel
(2007) Rügge, Matthias; Kliebisch, Christoph
Gemeinschaftsmarketing für Agrarprodukte und Lebensmittel ist spätestens seit der Ein-führung des Absatzfondsgesetzes im Jahr 1969 das zentrale Instrument zur Absatzförde-rung in der Agrar- und Ernährungswirtschaft. Institutionalisiert in der Centralen Marketing-Gesellschaft der Deutschen Agrarwirtschaft (CMA) ist das Gemeinschaftsmarketing jedoch vor allem in der jüngeren Vergangenheit zunehmender Kritik ausgesetzt. Mit dem vorlie-genden Beitrag soll daher neben einem historischen Abriss zum Gemeinschaftsmarketing für Agrarprodukte und Lebensmittel und dem derzeitigen Organisationsaufbau ein Blick auf andere Organisationsformen des Gemeinschaftsmarketing gelenkt werden. Exemplarisch geschieht dies anhand des Modells der ?Levy Boards? in Großbritannien. Letztlich wird hierbei der Frage nachgegangen, ob bzw. welche Elemente dieses Modells für das bundesdeutsche Gemeinschaftsmarketing Vorbildcharakter haben.
Artificial intelligence and robots in services : theory and management of (future) human–robot service interactions
(2023) Blaurock, Marah Karin; Büttgen, Marion
During the past decade, service robots have increasingly been deployed in a wide variety of services, where they co-produce service outcomes with and for the benefit of internal or external customers within human–robot service interactions (HRSI). Although the introduction of different service robot types into the marketplace promises efficiency gains, it changes premises of service encounter theory and practice fundamentally. Moreover, introducing service robots without considering external or internal customers’ needs can lead to negative service outcomes. This thesis aims to generate knowledge on how the introduction of different service robot types (i.e., embodied and digital service robots) in internal and external service encounters changes fundamental premises of service encounter theory and impacts HRSI outcomes. In doing so, it leverages different scientific methods and focuses on external service encounters with digital and embodied service robots, as well as internal service encounters with digital service robots. Chapter 2 aims to advance service encounter theory in the context of HRSI in external service encounters by conceptually developing a service encounter theory evaluation scheme to assess a theory’s fit to explain HRSI-related phenomena. The scheme includes individual and contextual factors that bound theoretical premises and, hence, supports scholars in assessing standing service encounter theories. The chapter also puts forth an exemplary assessment of role theory and provides detailed avenues for future research. Chapter 3 aims to synthesize the great wealth of knowledge on HRSI related to external service encounters with embodied service robots. By conducting a comprehensive systematic literature review, the chapter identifies 199 empirical research articles across scientific fields that can inform service research on how to successfully introduce service robots into the organizational frontline. To organize the plethora of research findings, this chapter develops a new structuring framework (D3: design, delegate, deploy). It utilizes this framework to provide a comprehensive overview of the empirical HRSI literature, delineates practical implications, and identifies gaps in literature to identify promising future research avenues. Chapter 4 also addresses HRSI in external service encounters but focuses specifically on the transformative potential of embodied service robots to enhance vulnerable consumers’ (i.e., children and older adults) well-being in social isolation. To identify how different robots can enhance well-being, this chapter follows a conceptual approach and integrates findings from service research, social robotics, social psychology, and medicine. The chapter develops a typology of robotic transformative service (i.e., entertainer, social enabler, mentor, and friend) as a function of consumers state of social isolation, well-being focus, and robot capabilities and a future research agenda for robotic transformative service research (RTSR). This work guides service consumers and providers, as well as robot developers, in identifying and developing the most appropriate robot type for advancing the well-being of vulnerable consumers in social isolation. Finally, Chapter 5 focuses on HRSI research in the context of interactions with digital service robots in internal service encounters. Based on a comprehensive literature review paired with a qualitative study, it conceptionally develops a new concept of a collaborative, digital service robot: a collaborative intelligence system (i.e., CI system) that co-produces service with employees. Drawing from service encounter needs theory, the chapter also empirically tests the effect of CI systems on employee need fulfillment (i.e., need for control, cognition, self-efficacy, and justice) and, in turn, on responsibility taking in two scenario-based experiments. The results uncover divergent mechanisms of how the fulfillment of service encounter needs drives the effect of CI systems on outcome responsibility for different employee groups. Service scholars and managers benefit from a blueprint for designing collaborative digital service robots and an understanding of their effects on employee outcomes in service co-production. In summary, this thesis contributes to literature by providing new insights into different types of HRSI by consolidating HRSI knowledge, developing and advancing HRSI concepts and theory, and empirically investigating HRSI-related phenomena. The new insights put forth in this thesis are discussed and implications for service theory and practice are delineated.
Capability-based governance patterns over the product life-cycle
(2013) Kok, A. G. de; La Poutré, J. A.; Pyka, Andreas; Vermeulen, B.
We investigate patterns of vertical governance over the product life-cycle as function of the capability regime properties imitability and substitutability. We use a novel neo-Schumpeterian model to study emerging governance patterns. We find that, in the era of incremental change, firms prefer vertical specialization. In the era of ferment, no governance form dominates. Imitability and substitutability, in interplay, determine the governance form preferred. High imitability frustrates appropriation and thereby integration for synergistic advantages. However, firms need not vertically specialize: under low substitutability, incompatibilities reduce the advantages of specialization. When both substitutability and imitability are low, firms can appropriate the value of their inventions and there is no combinatorial advantage of specialization, so firms predominantly integrate. If substitutability is high and imitability is low, the combinatorial advantage of specialization balances with the synergistic advantage of integration.
Dienstleistungsnetzwerke im Kontext der Servicetransformation - Barrieren, Erfolgsfaktoren und Wirkungsmodell
(2017) Weigel, Sabrina; Hadwich, Karsten
Manufacturing firms face major challenges due to the commoditization of products and increasing competitive pressure, which causes them to develop new business models. In order to secure their competitive position, they offer additional services or innovative combinations of products and services in addition to their products. Due to limited capacities, however, it is often not possible for a single company to offer its customers not only products but also services or complete solutions. This is why many companies join forces with other companies in order to be able to provide services to customers in so-called service networks. A major challenge in the context of service networks during servitization is to ensure a consistent, high quality of service for the customer. Furthermore, working with other companies in a service network is a challenge, so that in some cases the expected benefits of the network are not achieved or the cooperation might even fail. Despite the great relevance of the topic, there is still a lack of literature on service networks in the context of servitization, so the aim of this thesis is to contribute to scientific research on service networks in the context of servitization and to provide relevant recommendations for the successful management of service networks in business practice. Therefore, the thesis focuses on a detailed analysis of the relationships and interactions between the various network partners in order to identify key points that enable a service network in the context of servitization to operate successfully and to provide customers with high-quality services that contribute to the success of the service network in the context of servitization. The work is divided into five chapters. After an introductory chapter on definitions, chapter 2 examines the barriers in the quality management of service networks in the context of servitization. To this end, an empirical qualitative investigation (n = 6) is carried out. The qualitative study aims to identify specific barriers in the quality management of service networks that prevent the creation of high quality service. That way, starting points are worked out on how to ensure high quality in service networks during servitization. Chapter 3 is devoted to the goal of identifying factors that lead to successfully operating service networks in the context of servitization. For this purpose, interviews with senior executives from companies in these service networks are conducted in a qualitative study (n = 25) in order to identify success factors for service networks during servitization. These levers provide companies in the process of servitization with important insights to increase the success of their service networks. The aim of the fourth chapter is to demonstrate the relationship between the identified success factors and the desired positive results of service networks in the context of servitization. To this end, a theoretical hypothesis model is developed, which is examined in a quantitative study (n = 257). Based on the results, factors can be deduced that have to be increased in order to realize a high-performance and customer-attractive service network in the context of servitization. Chapter 5 is the conclusion. In this chapter, the key results of the work are first summarized by succinctly answering the research questions. Then concrete recommendations are derived for corporate practice. In addition to limitations of this thesis, further research is provided. Overall, the thesis provides essential empirical findings on barriers, success factors and cause and effect relationships in service networks during servitization, from which relevant implications for theory as well as for an effective and successful management of these service networks in the context of servitization can be derived.
Konfliktkostenmanagement – Wirtschaftlichkeitskontrolle im Konflikt- und Kommunikationsmanagement
(2014) Audi, Manuel; Brettschneider, Frank
Conflict management is a method of limiting the negative effects of conflict while increasing the positive ones. Conflict cost management has not yet been considered as a major task of the conflict management process. The dissertation bridges this gap by developing a theoretical model which aims to ensure a systematical management of direct and indirect conflict costs. The conflict cost management model is being integrated into the conflict and communication management process. The model can be incorporated in the organizational management process as an independent approach to identify, measure and control conflict costs. Furthermore the model can be used to manage the profitability of different interventions aiming to prevent and/or to treat existing or potential conflicts.
Management of excess standing biomass in Argentinean grasslands to increase grass and livestock productivity
(2016) Kurtz, Ditmar Bernardo; Asch, Folkard
Grasslands are the main source of feed for cattle in Argentina. Standing dead biomass (SDB) accumulation threatens efficient resource use. To reduce dead biomass pools in Northern Argentinean rangelands, high impact grazing (HIG) was proposed as an alternative to both, mechanical elimination and the use of fire. However, the effects of HIG on grasslands’ biomass accumulation, diversity and forage quality are unknown. The effect and timing of HIG by cattle was therefore studied in grasslands of North Eastern Argentina. We introduced HIG monthly, on adjacent paddocks over the course of the year and its effects were studied for 12 months following the treatment. Dynamics of biomass re-growth, accumulation of green and standing dead biomass were studied. Additionally, the effects of HIG on plant species composition and the forage quality parameters were monitored and evaluated. The immediate effect of HIG was the reduction of the standing biomass by more than 95%. HIG generally improved the green to total biomass ratio and reduced the overall biomass in the paddocks. All sub-plots subjected to HIG showed a growth pattern anti-cyclic to control, with an active growth phase during autumn when the biomass in the control sub-plots decreased. Best results in terms of SDB reduction and dead to green biomass ratios were achieved after HIG in winter. HIG in autumn, however, reduced fodder availability and reduced from then on, grasslands productivity. Irrespective of the season HIG was applied, the grassland recovered completely with regard to species richness and diversity, the Shannon-Wiener diversity index (H) and the Shannon’s equitability index (E) did not reveal any difference within 12-month period after HIG. Our results suggest that HIG is not shifting plant species composition to a more ruderal strategy based plant community, but instead promotes previously established rather competitive and higher value fodder species. Our results indicate that HIG improves the nutritive value of the green biomass due to increased crude protein (CP), digestible organic matter (DOM), and (metabolizable energy) ME, but if applied in summer it has no evident positive effect. On an area basis, grassland subjected to HIG provided enough monthly ME and CP to meet the requirements of the current stocking density in Corrientes. HIG could be an alternative management practice, to fire and other mechanical SDB elimination, towards sustainable intensification. However, we are aware that long-term observations with repeated HIG should be analysed to detect possible delayed effects and interactions especially with seasonal variability.
Management of Fusarium graminearum-inoculated crop residues : effects on head blight, grain yield and grain quality of subsequent winter wheat crops
(2001) Yi, Cuilin; Aufhammer, Walter
On the experimental station Ihinger Hof of Hohenheim University field experiments with artificial inoculation were conducted. An isolation-strip experiment included strips of winter rape crops, separating non-inoculated test plots of wheat from inoculated wheat plots. For the main field experiment, maize or spring wheat were planted as pre-crops in rotations with winter wheat and different crop residue treatments were applied. Additional residue management greenhouse tests were conducted and treated equivalent to the field experiment. Results of isolation-strips field experiments with wheat showed that. Isolation strips of 2 m width reduced disease incidence on neighbour plots by more than 50%. A further increase in isolation strip width did improve the isolation effect, but the differences between isolation strip widths were comparatively small. The infection in test plots was not completely eliminated even with 8 m wide strips. Greenhouse tests of residue management showed that deeper residue incorporation effectively reduced the F. g. populations on residues. The application of nitrolime reduced the population level of F. g. On the contrary, fertilization with calcium ammonium nitrate promoted F. g. populations. Soaking the residues in a fungicide preparation eliminated F. g. on the residues completely. Residue management field experiments with artificial inoculation of pre-crops, there were no significant differences in infection level after either maize or wheat, and the infection level of winter wheat was especially high after maize for silage use in one year. The reductions of FHB incidence due to ploughing or nitrolime application were 27-32% or 31-59% compared with residues remaining on the surface or calcium ammonium nitrate fertilization, respectively. But at that moderate FHB infection level, the residue management hardly influenced wheat grain yield and technological grain quality.
Managementauswirkungen auf Reproduktion und Abundanz von Orthopteren in Streuobstwiesen
(2000) Schwabe, Christiane; Böcker, Reinhard
The management of orchards is changing from farmers cutting the grass for their cattle to more timesaving ways of using the grass up to doing nothing at all. The traditional management form as well as alternatives were examined by means of animal ecology in regard to their impact on grasshoppers (Saltatoria, Acrididae). In the years 1994 - 1997 abundance and reproduction of the three species Chorthippus parallelus, Chorthippus dorsatus and Gomphocerus rufus were examined comparing to the management of grass patches. Investigation site was the Limburg (48°36´N / 9°38´E) north of the Swabian Alb (Germany). The management of the patches varied from meadows (two cuts), meadows cut two to four times with grass remaining on the ground, sheep pastures and fallow land. The usable vegetation structures for the three species were investigated in detail. The returning of the grasshoppers on a pasture after intensive sheep grazing was observed. These investigations explain species-dependent habitat preferences. Based on the population data a model was developed to describe the egg density in the soil from given samples of the population density. A method was developed, to determine the management-depending egg mortality. By caging female grasshoppers the number of eggs on defined areas in the soil is increased to simplify finding enough eggs in spring. From the management-depending density of eggs, the rate of fertile eggs in spring and the population densities of the following year a rate of larvae mortality can be calculated, which tells if the population is stable, is a source, or is a sink.
Modelling weed management effects on soil erosion in rubber plantations in Southwest China
(2018) Liu, Hongxi; Cadisch, Georg
Land use in Xishuangbanna, Southwest China, a typical subtropical rain forest region, has been dramatically changed over the past 30 years. Driven by favorable market opportunities, a rapid expansion of rubber plantations has taken place. This disturbs forests and land occupied by traditional swidden agriculture thus strongly affecting hydrological/erosion processes, and threatening soil fertility and water quality. The presented PhD thesis aimed at assessing farmer acceptable soil conservation strategies in rubber plantations that efficiently control on-site soil loss over an entire rotation time (25 – 40 years) and off-site sediment yield in the watershed. The study started with field investigations on erosion processes and soil conservation management options in rubber plantations (Chapter 2 and 3). Based on the field data, the physically based model “Land Use Change Impact Assessment” (LUCIA) was employed to assess long-term conservation effects in rubber plantations (Chapter 4) and scale effects on sediment yield in the watershed (Chapter 5). Specifically, the first study aimed at assessing soil loss in rubber plantations of different ages (4, 12, 18, 25 and 36 year old) and relating erosion potential to surface cover and fine root density by applying the Universal Soil Loss Equation (USLE) model. This study adopted the space-for-time substitution for field experimental design instead of establishing a long-term observation. Spatial heterogeneity of soil properties (e.g. texture, organic carbon content) and topography (slope steepness and length) interfered erosion at different plantation ages. To meet this challenge, namely account for possible impacts of soil properties and slope on erosion, the empirical USLE model was applied in data analysis to calculate the combined annual cover, management and support practice factor CP, which represents ecosystem erosivity. Calculated CP values varied with the growth phase of rubber in the range of 0.006 - 0.03. Surface cover was recognized as the major driver responsible for the erosive potential changes in rubber plantations. The mid-age rubber plantation exhibited the largest erosion (3 Mg ha-1) due to relatively low surface cover (40%-60%) during the rainy season, which was attributed to low weed cover (below 20%) and the low surface-litter cover favored by a high decomposition rate. Based on the results of the first study, the second study focused on reducing soil loss in rubber plantations by maintaining a high surface cover through improved weed management. Among the different weeding strategies tested, no-weeding most efficiently reduced on-site soil loss to 0.5 Mg ha-1. However, due to the low farmer acceptance of the no-weeding option, we recommend reducing herbicide application to a single dose at the beginning of the rainy season (once-weeding) to better conserve soil as well as inhibiting overgrowth of the understory vegetation. As the second experiment lasted only one-year, while rubber plantation is a perennial crop with a commercial lifespan of 25 – 40 years, the third study applied the LUCIA model to simulate the temporal dynamics of soil erosion in rubber plantations under different weeding strategies. The erosion module in LUCIA was extended to simulate both runoff and rainfall based soil detachment to better reflect the impact of the multi-layer structure of the plantation canopy. The improved LUCIA model successfully represented weed management effects on soil loss and runoff at the test site with a modelling efficiency (EF) of 0.5-0.96 and R2 of 0.64-0.92. Long-term simulation results confirmed that “once-weeding” controlled annual soil loss below 1 Mg ha-1 and kept weed cover below 50%. Therefore, this weeding strategy was suggested as an eco- and farmer friendly management in rubber plantations. Furthermore, LUCIA was applied at watershed level to evaluate plot conservation impact on sediment yield. Two neighboring sub-watersheds with different land cover were chosen: one a forest dominated (S1, control), the other with a mosaic land use (S2), which served to assess mono-conservation (conservation only in rubber plantations) and multi-conservation (conservation in maize, rubber and tea plantations) effects on total sediment yields. The model was well calibrated and validated based on peak flow (EF of 0.70 for calibration and 0.83 for validation) and sediment yield (EF of 0.71 for calibration and 0.95 for validation) measured from the two watersheds outlet points. Model results showed that improved weed management in rubber plantations can efficiently reduce the total sediment yields by 20%; while multi-conservation was largely able to offset increased sediment yields by land use change. In summary, while exploring the dynamics of erosion processes in rubber plantations, a physically based model (LUCIA) was extended and applied to simulate weed management effects over an entire crop cycle (40 years) and implications at higher scale level (watershed sediment yield). Once-weeding per year was identified as an improved management to reduce on-site erosion and off-site sediment yield. But to fully offset increased sediment yield by land use change, a multi-conservation strategy should be employed, which not only focuses on new land uses, like rubber plantations, but also takes care of traditional agricultural types. A conceptual framework is proposed to further assess the specific sub-watershed erosion (e.g. sediment or water yield) effects in large watersheds by spatially combining process-oriented and data-driven (e.g. statistic based, machine learning based) models. This study also serves as a case study to investigate ecological issues (e.g. erosion processes, land use change impact) based on short-term data and modelling in the absence of long-term observations.
Mulitdimensionale Informationen im Kontext wertorientierte Unternehmensführung von Versicherern
(2017) Trautinger, Max-Josef; Schiller, Jörg
The cumulative dissertation analyzes how multi-dimensional information influences customer behavior and how insurers can use that information efficiently as a key factor in customer interaction. Information per se is multilayered and can be multidimensional. Multidimensional information in this context is understood as known or generally available information about customers, which should help in the interaction between the insurer and the customer to fulfill the customer expectations. As an additional research question, this dissertation analyzes how insurers can use the information economically profitably and generate added value. Provided that information can be used effectively value orientation can be generated. For example, having data in a pure form does not add value to insurers. If this information can at least be used to satisfy customer expectations, it can be assumed that customers want to use offered services and are disposed to a higher willingness to pay. In three analyzes this question is taken up separately and discussed. Analysis 1: In a competitive insurance market, claims settlement is a central task of insurers. Customers indicate after an event of loss specific expectations and further the adept service is of customers point of view a ‘moment of truth’. Insurers may align their claims settlement and optimise it. This paper analyse which determinants influence the customer satisfaction. The hypotheses were shown in a model and discussed by the author. Also, the hypotheses evaluated on the basis of empirical data which is derived from a set of interviews by a german insurer. The results of the analysis show variables which can be influenced in order to improve the customer satisfaction. Analysis 2: Customer behavior is managed by customer satisfaction in two dimensions: Insurer can profit by a higher customer loyalty und in addition, by a sensitive price behavior of customers. The findings of moderating effects are mean considered and thus, customer satisfaction is a too strong indicator of economic success in established concepts. To manage an insurance company effective, it is a good advice to implement a model that is specific for each company. This model should respect the heterogeneous factors of influence due to customer satisfaction by multidimensional instruments. Hence, insurer may identify drivers of service and work with analysis of correlations to describe the coherence between customer satisfaction and economic success exactly. The alignment for customer satisfaction is worth for traditional insurance companies, but only, if customer satisfaction is understood as an economic valued management that is culturally based in the firm. Manager should account for this suggestion to follow a sustainable story in a saturated competitive environment. Analysis 3: In this analysis we analyze in a project selection effects in the German market for private complementary long-term care insurance contracts (CompLTCI) within a static and dynamic framework. Using data on more than 98,000 individuals from a German insurance company, we provide evidence that advantageous selection is dominating in this market, with respect to both the decision to buy a CompLTCI policy and the decision about the extent of CompLTCI coverage. We identify occupational status, residential location and the holding of further supplementary health insurance policies as unused observables contributing to selection effects in this market. Our results suggest that non-linearities in the relationship of potential sources of selection to insurance coverage and risk should be considered. A panel data analysis shows that an increase in health insurance payouts is positively correlated with the uptake of CompLTCI, while a decrease in those costs is positively associated with the lapse of CompLTCI. In addition, we find that people in financial distress and of lower socioeconomic status are more likely to let their CompLTCI policies lapse.
The influence of Corporate Brand Experience on employees´ corporate brand pride, brand-related and service-related behaviour
(2023) Abed, Fabian; Büttgen, Marion
In the past years corporation and brands increase their efforts to influence employees´ attitudes and behaviour using internal branding activities. In doing so, corporation and brands try to enhance organizational or brand commitment and related positive behaviour of its personnel. Here, corporate brand pride seems particular interesting as this construct receives increasing attention in theory and practice. On the one hand, corporate brands such as Facebook or Ritz-Carlton have already identified pride as a central element in their strategy regarding employee engagement and outstanding customer service (Kraemer et al., 2020). On the other hand, research regarding pride is scarce. As pride implies a strong bond between the employee and the corporation or brand, strong effects on employee behaviour can be assumed. For this reason, it seems interesting to further investigate this construct. Here, the question arises how employees´ corporate brand pride can be fostered. In answering this question this work uses an internal branding approach, investigating how direct and indirect corporate brand experience affect corporate brand pride, brand-related and service-oriented behaviour of personnel. The latter experience represents a non-product related corporate brand experience, for example via internal communications. As corporate brands face nowadays increasing media coverage, this thesis further investigate effects of perceived negative on corporate brand pride and brand-oriented behaviour. In doing so, this work show how corporation can mitigate unfavourable effects of negative corporate brand publicity. The central part of this behaviouristic thesis represents three quantitative cross-sectional studies which have been analysed using structural equation modelling. In doing so, manifest and latent relationships are analysed. The data used in the studies stem mostly from various online survey, which have been conducted in Germany´s largest Business-Network (XING). The results of this thesis reveal, that corporate brand pride of employees can be fostered through indirect corporate brand experience. Indirect corporate brand experience through internal communications also provides an effective way to mitigate the perception of negative corporate brand publicity and their subsequent adverse effects on corporate brand pride. Moreover, the thesis reveal that the dissemination of brand knowledge, as a central part of internal branding, positively affect pride of employees, too. In addition, results provide evidence that employee pride represent a strong attitudinal motivator, which in turn influence brand- and service-oriented behaviour of personnel. At the end, the thesis highlights implications for theory and practice as well as limitations. The findings of this thesis provide important theoretical and practical implications, in particular for marketing manager and human resources manager.
Wohlbefinden als neue Erfolgsgröße im Dienstleistungsmanagement : eine Analyse von Kunden- und Mitarbeiterwohlbefinden im Dienstleistungskontext
(2019) Falter, Mareike; Hadwich, Karsten
Currently, a paradigm shift from a customer-centered mindset to humanistic marketing takes place in science and practice. Thereby, individual, collective and social wellbeing plays a significant role. In service management, the subject area of transformative service research, which serves as a starting point for social transformation with regard to improving our society and environment, has been established. However, current research about wellbeing as a new success factor in the service context is very limited or incomplete. The present study’s central aim is therefore to make a scientific contribution to the topic of wellbeing in the service context, and to give practical implications for service managers, companies and political decision-makers with regard to service design, in order to create a positive impact on individual and social wellbeing. Subsequently, chapter 2 includes an analysis of wellbeing in the context of internal service marketing. This article aims to analyze the effects of digitalization in the work environment on employee wellbeing. The results show that with a high degree of digitalization in an employee’s work environment, the fulfilment of the basic needs competence, autonomy and human relationships decreases, as opposed to a work environment with a medium or low degree of digitalization. Mediation analysis reveals that employee satisfaction is not only influenced by digitalization in the work environment. These findings suggest that looking beyond indicators for employee satisfaction and taking psychological employee wellbeing as a new success factor into account benefits service management. Thus, by surveying employee wellbeing, additional determining factors can be identified in order to further explain employees’ reactions and behavior, and to create a pleasant work environment that serves employees and their individual needs. In the third chapter, wellbeing is considered as a new success factor in external service marketing. The study aims to analyze the effect of buying from social enterprises on consumer wellbeing, as in comparison with buying from other business models. Four experiments were conducted. The results of the variance analysis clearly show that buying products or services from a social enterprise increases consumer wellbeing, in comparison to buying from profit-oriented companies or companies with CSR activities. Accordingly, the present study gives an indication that a social enterprise not only represents a suitable business model for improving societal wellbeing or protecting the environment, but also brings wellbeing to the consumers themselves. Moreover, the results show that consumer wellbeing depends on the mission, or the objective of the business model. No significant differences between the purchase of products or services regarding consumer wellbeing occur. This finding especially widens the discussion about whether consumption of material goods as opposed to experiences increases wellbeing. The authors emphasize the significance of social enterprises and encourage managers and political decision-makers to invest in social enterprises. Chapter 4 contains an analysis of wellbeing in interactive service marketing. Its objective is to conceptualize and operationalize customer wellbeing in customer-employee-interaction in the service context, and thus develop a suitable measurement tool. Along the scale development process by Churchill (1979), the customer service wellbeing scale is developed. Hence, the measurement tool customer service wellbeing consists of the following five dimensions: positive emotions during the service process, engagement during the service process, (good) relationships with the service employees, meaning and accomplishment of the service, and absence of negative emotions during the service process. The results show that the customer service wellbeing scale, as compared to established dimensions, yields an important explanatory contribution in the service context. Furthermore, the study provides valuable findings regarding the scientific discourse on the bottom-up-spillover theory, and the suspected connection of individual consumption situations affecting superordinate areas of life, and therefore contribute to people’s overall life satisfaction. In chapter five, the author finally takes up all findings obtained, and illustrates how relevant it is to incorporate wellbeing as a new success factor in service management. It is emphasized that a consideration of wellbeing in the service context allows for further developing the design of sustainable services, for promoting services with a social value and impact, for creating a suitable work environment for employees, and last but not least for valuing individuals with their personalities and needs, instead of merely focusing on a calculable consumer.