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Fragen oder Zuhören? Ein Vergleich von Kundenbefragungen und User Generated Content

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  • Oetzel, Sebastian
  • Graf, Denise

Abstract

Kundenzufriedenheit ist eines der wichtigsten Konstrukte im Marketing und ein relevanter Einflussfaktor auf den Unternehmenserfolg (vgl. Otto et al. 2020; Fornell et al. 2006; Anderson et al. 2004). Die Marketingpraxis erfordert deshalb ein tiefes Verständnis der Einflussfaktoren der Kundenzufriedenheit. Viele Unternehmen setzen hierfür klassische Kundenzufriedenheitsstudien in Form von Befragungen ein. Die zunehmende Verfügbarkeit von User Generated Content bietet mit Online-Bewertungen eine vielversprechende und kostengünstige Alternative, um Informationen über die Treiber der Kundenzufriedenheit zu identifizieren. Mit Hilfe eines Topic-Modells wird empirisch untersucht, wie ähnlich sich die beiden Datenquellen sind. Grundlage sind über 10.000 Bewertungen von zwei Kundenzufriedenheitsstudien und über 5.000 Online-Bewertungen eines deutschen Lebensmittelhändlers.

Suggested Citation

  • Oetzel, Sebastian & Graf, Denise, 2023. "Fragen oder Zuhören? Ein Vergleich von Kundenbefragungen und User Generated Content," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 8(01/2023), pages 91-107.
    • Handle: RePEc:zbw:afmpwm:289794
    DOI: 10.15459/95451.62
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    References listed on IDEAS

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