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Reading: Umgang mit heterogenen Kundengruppen

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Umgang mit heterogenen Kundengruppen

Authors:

Martina Flick Witzig ,

Institut für Verwaltungs-Management (IVM), ZHAW School of Management and Law, Bahnhofplatz 12, 8401 Winterthur, Schweiz
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Barbara Stoelker Reithaar,

Institut für Verwaltungs-Management (IVM), ZHAW School of Management and Law, Bahnhofplatz 12, 8401 Winterthur, Schweiz
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Beda Schmidhauser

Institut für Verwaltungs-Management (IVM), ZHAW School of Management and Law, Bahnhofplatz 12, 8401 Winterthur, Schweiz
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Abstract

In the literature on public management, the customer plays a prominent role. At the same time, however, the term „customer“ is treated with a certain amount of vagueness. In particular, little attention is paid to the fact that employees in public offices are confronted with a pronounced heterogeneity in the customer structure they have to deal with. The aim of the article is to describe what customer orientation means in public management today, and the role that the aspect of heterogeneity plays in this respect. In addition, an analysis is made of the factors which have an influence on the treatment of heterogeneous customer groups. Recommendations are then derived from the relevant findings.

How to Cite: Flick Witzig, M., Stoelker Reithaar, B., & Schmidhauser, B. (2015). Umgang mit heterogenen Kundengruppen. Yearbook of Swiss Administrative Sciences, 6(1), 181–195. DOI: http://doi.org/10.5334/ssas.87
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Published on 31 Dec 2015.
Peer Reviewed

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