Die Bedeutung Von Kundenzufriedenheitsstudien Im Handel
Die Bedeutung Von Kundenzufriedenheitsstudien Im Handel

Die Bedeutung Von Kundenzufriedenheitsstudien Im Handel


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About the Book

Kundenzufriedenheit ist ein zentrales Konzept im Marketing und ein wesentlicher Faktor für den Unternehmenserfolg. Daher ist es wichtig, die Einflussfaktoren der Kundenzufriedenheit genau zu verstehen. Traditionell nutzen Unternehmen Befragungen, die kosten- und zeitintensiv sind. Mit der zunehmenden Verfügbarkeit von nutzergenerierten Inhalten bieten Online-Bewertungen jedoch eine vielversprechende und kostengünstige Alternative zur Identifikation der Zufriedenheitsfaktoren. Denise Graf untersucht in diesem Buch mit einem Topic-Modell die Ähnlichkeit von Umfragedaten und Online-Bewertungen. Grundlage sind über 10.000 Bewertungen aus zwei Kundenzufriedenheitsstudien eines deutschen Lebensmittelhändlers und über 5.000 Google-Bewertungen. Die Ähnlichkeit wird durch fünf Analysen bewertet, dazu gehören neben der deskriptiven Statistik auch Erkenntnisse aus dem Topic-Modell sowie aus Regressions-, Ähnlichkeits- und Sentimentanalysen. Die Ergebnisse haben wichtige Implikationen für die Managementpraxis. Händler können auf Basis dieser Erkenntnisse entscheiden, ob Online-Bewertungen geeignet sind, die bisherigen Themen der Kundenzufriedenheit abzudecken und ob sie zusätzliche Themen identifizieren können.


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Product Details
  • ISBN-13: 9783658460334
  • Publisher: Springer Fachmedien Wiesbaden
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Sub Title: Eine Analyse Von Kundenbefragungen Und User Generated Content Mithilfe Des Topic Modelings
  • Width: 148 mm
  • ISBN-10: 3658460334
  • Publisher Date: 01 Nov 2024
  • Height: 210 mm
  • No of Pages: 77
  • Spine Width: 5 mm
  • Weight: 181 gr


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Die Bedeutung Von Kundenzufriedenheitsstudien Im Handel
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