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Sie entscheiden \u00fcber die Auswahl von Produkten und Dienstleistungen und werden daher f\u00fcr Unternehmen zu einem wesentlichen Erfolgsfaktor. Trotzdem fehlt es bislang in Theorie und Praxis an Modellen und Ans\u00e4tzen, die diese Interaktionen beschreiben, erkl\u00e4ren und damit als Grundlage ihrer Gestaltung dienen k\u00f6nnen. Dieser Beitrag sieht Interaktionen des Anbieters mit seinen Kunden als digitale Services, die den Kunden unterst\u00fctzen: bei der Suche nach Produkten und Dienstleistungen sowie der Auswahl und Nutzung derer. Dazu wird zun\u00e4chst der Wert der digitalen Interaktion erarbeitet, bezeichnet als <jats:italic>Value in Interaction<\/jats:italic>. Dieser entsteht auf einer <jats:italic>Beziehungsebene<\/jats:italic>, der <jats:italic>Matching-Ebene <\/jats:italic>und der Ebene der eigentlichen Dienstleistung. Auf jeder dieser Ebenen wird ein Wert geschaffen \u2013 der <jats:italic>Beziehungswert<\/jats:italic>, der <jats:italic>Matching-Wert<\/jats:italic> und der <jats:italic>Dienstleistungswert<\/jats:italic>. Mit konkreten Handlungsempfehlungen wird die Praxis bei der aktiven Gestaltung von Interaktionen in Form von digitalen Interaktionsservices unterst\u00fctzt. Damit ist sichergestellt, dass nicht nur das Angebot, sondern auch die einzelnen Interaktionen in ihrer Gesamtheit auf den einzelnen Kunden und seine Bed\u00fcrfnisse angepasst werden.<\/jats:p>","DOI":"10.1365\/s40702-020-00611-0","type":"journal-article","created":{"date-parts":[[2020,3,24]],"date-time":"2020-03-24T13:02:55Z","timestamp":1585054975000},"page":"385-398","update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":14,"title":["Wie aus digitalen Services Wert entsteht: Interaktionen richtig gestalten","How to Create Value from Digital Services: Designing Interactions Properly"],"prefix":"10.1365","volume":"57","author":[{"given":"Manuel","family":"Geiger","sequence":"first","affiliation":[]},{"given":"Susanne","family":"Robra-Bissantz","sequence":"additional","affiliation":[]},{"given":"Michael","family":"Meyer","sequence":"additional","affiliation":[]}],"member":"93","published-online":{"date-parts":[[2020,3,24]]},"reference":[{"key":"611_CR12","doi-asserted-by":"publisher","first-page":"437","DOI":"10.1016\/S0148-2963(02)00277-1","volume":"57","author":"W van Dolen","year":"2004","unstructured":"van Dolen\u00a0W, de Ruyter\u00a0K, Lemmink\u00a0J (2004) An empirical assessment of the influence of customer emotions and contact employee performance on encounter and relationship satisfaction. 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