Die Bedeutung von gelebter Freundlichkeit im Business und wie sich der Return on Kindness (ROK) messbar machen lässt.

This bachelor thesis examines the importance of practising kindness in a business context and analyses the Return on Kindness as a potentially measurable business indicator in the hospitality industry. The starting point is the assumption that appreciative communication, respectful leadership behaviour and a positive working atmosphere contribute significantly to customer satisfaction, employee retention and thus to economic success. Friendliness is becoming increasingly relevant as a strategic success factor, particularly in the labour-intensive hospitality industry, which is characterised by high staff turnover, a shortage of skilled workers and service quality. A mixed-methods research design was used to answer the research question of how the Return on Kindness can be implemented and measured, and what influence it has on customer satisfaction, employee retention and economic indicators. As part of a case study of Café iaro in Karlsruhe, qualitative interviews were conducted with the owners and quantitative employee and customer surveys were carried out. The aim was to systematically record subjective perceptions and measurable correlations. Based on the results, a company-specific model for measuring Return on Kindness was developed. This comprises three dimensions: an internal organisational dimension (employee retention, working atmosphere), an external customer-related dimension (customer satisfaction, loyalty) and an economic dimension (business indicators). The dimensions were combined to form an integrated Return on Kindness score. The results show that friendliness has a significant positive impact on the working atmosphere, motivation and loyalty of employees, as well as on the perceived quality of service. Friendliness also has an indirect effect on economic indicators such as customer loyalty, intention to return and long-term sales development. The study illustrates that friendliness is not only an ethical value, but also a strategically relevant and economically effective success factor.