HOMBURG - CUSTOMER NEED KNOWLEDGE

Question 1

CNK

Answer 1

Extent to which a frontline employee can correctly identify a given customers hierarchy of needs.

• > consistency between customers own and employee ranking
• > includes both parts (customer & employee)

Question 2

FRAMEWORK//HYPOTHESES

Answer 2

1. Employee characteristic CUST-ORIENT & COGN-EMPATHY have a positive effect on employees CNK.
   - > Effect for CUST-ORIENT can be strengthened through training.
   - > Perspective-taking training has no influence on the effect of cog-empathy
2. Acquaintance (length) has a positive effect on CNK.
3. Age discrepancy has a negative effect on CNK.
4. No effect for gender discrepancy.
5. CNK has a positive effect on customer satisfaction & willingness to pay.
6. CNK mediates the positive effect of employee characteristics on customer outcomes (satisfaction & wtp).

Question 3

APPROACHES TO INTERPERSONAL PERCEPTION

Answer 3

1. Constructivist approach
2. Realistic approach
3. Pragmatic approach
   = interpersonal context & purpose -> knowledge to serve a goal