IDEAS home Printed from https://ideas.repec.org/a/zbw/afmpwm/261113.html
   My bibliography  Save this article

Die Touchpoint-Analyse als Kontroll- und Steuerungsinstrument bei der Markenführung

Author

Listed:
  • Bookhagen, Andrea

Abstract

Markenmanager stehen mehr denn je vor der Herausforderung, starke Marken aufzubauen. Solche differenzieren sich in der Wahrnehmung der Kunden nicht durch funktionale Nutzenversprechen. Vielmehr geht es um emotionale Bindungen zwischen Marke und Konsumenten. Diese entstehen an vielen Stellen der Customer Journey, insbesondere durch Schaffung einzigartiger Erlebnisse an der Kundenkontaktpunkten (Touchpoints). Daher ist es Ziel dieses Beitrages, einen Ansatz zur systematischen Analyse und Steuerung von möglichen Kundenkontaktpunkten aufzuzeigen - die Methode des Mystery Shopping (oder allgemeiner die Idee der versteckten Beobachtung) hat sich hier als praktikabel erwiesen. Fallbeispiele verdeutlichen die Notwendigkeit diese Kontroll- und Steuerungsinstruments.

Suggested Citation

  • Bookhagen, Andrea, 2016. "Die Touchpoint-Analyse als Kontroll- und Steuerungsinstrument bei der Markenführung," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 1(01/2016), pages 35-50.
    • Handle: RePEc:zbw:afmpwm:261113
    DOI: 10.15459/95451.3
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/261113/1/afm-praxiswissen-01-2016-s035-050.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.15459/95451.3?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Schmitt, Bernd, 2011. "Experience Marketing: Concepts, Frameworks and Consumer Insights," Foundations and Trends(R) in Marketing, now publishers, vol. 5(2), pages 55-112, May.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Bookhagen, Andrea & Böhnert, Arno F., 2018. "Digitalisierung in der Marktforschung: Ein pragmatischer Ansatz für die Praxis zur Messung impliziter Einstellungen," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 3(01/2018), pages 135-152.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Se Ran Yoo & Suk Won Lee & Hyeon Mo Jeon, 2020. "The Role of Customer Experience, Food Healthiness, and Value for Revisit Intention in GROCERANT," Sustainability, MDPI, vol. 12(6), pages 1-14, March.
    2. Slaton, Kelcie & Testa, Danielle & Bakhshian, Sonia & Fiore, Ann Marie, 2020. "The small, inventory free retail format: The impact on consumer-based brand equity and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    3. Rebecca Scott & Julien Cayla & Bernard Cova, 2017. "Selling Pain to the Saturated Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(1), pages 22-43.
    4. Shobhana Chandra & Sanjeev Verma, 2023. "Big Data and Sustainable Consumption: A Review and Research Agenda," Vision, , vol. 27(1), pages 11-23, February.
    5. Pakhalov, Alexander & Rozhkova, Natalia, 2020. "Escape rooms as tourist attractions: Enhancing visitors’ experience through new technologies," MPRA Paper 100678, University Library of Munich, Germany.
    6. Ham, Sunny & Lee, Kai-Sean & Koo, Bonhak & Kim, Seoyoung & Moon, Hyeyoung & Han, Heesup, 2021. "The rise of the grocerant: Patrons’ in-store dining experiences and consumption behaviors at grocery retail stores," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    7. Zha, Dongmei & Marvi, Reza & Foroudi, Pantea, 2023. "Synthesizing the customer experience concept: A multimodularity approach," Journal of Business Research, Elsevier, vol. 167(C).
    8. Pakhalov, Alexander & Rozhkova, Natalia, 2020. "Escape rooms as tourist attractions: Enhancing visitors’ experience through new technologies," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(2), pages 45-50.
    9. Herhausen, Dennis & Kleinlercher, Kristina & Verhoef, Peter C. & Emrich, Oliver & Rudolph, Thomas, 2019. "Loyalty Formation for Different Customer Journey Segments," Journal of Retailing, Elsevier, vol. 95(3), pages 9-29.
    10. Benedict G. C. Dellaert, 2019. "The consumer production journey: marketing to consumers as co-producers in the sharing economy," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 238-254, March.
    11. Thomas, Tandy Chalmers & Epp, Amber M. & Price, Linda L., 2020. "Journeying Together: Aligning Retailer and Service Provider Roles with Collective Consumer Practices," Journal of Retailing, Elsevier, vol. 96(1), pages 9-24.
    12. Farah, Maya F. & Ramadan, Zahy B. & Harb, Dana H., 2019. "The examination of virtual reality at the intersection of consumer experience, shopping journey and physical retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 136-143.
    13. Pen-Kai Wang & Shen-Guan Shih & Yeng-Horng Perng, 2020. "Competitive Advantage Evaluation Model of Sustainable Housing Design," Sustainability, MDPI, vol. 12(15), pages 1-12, July.
    14. Sobotkiewicz Dariusz, 2020. "Development or decline of marketing - systematic considerations," Management, Sciendo, vol. 24(1), pages 176-192, June.
    15. Khaw Ooi San & Abu Bakar Sade & Linda Seduram, 2020. "Social Networking Brand Engagement using Creative Brand Content Experiences," International Business Research, Canadian Center of Science and Education, vol. 13(4), pages 1-63, April.
    16. Vo Thi Ngoc Thuy & Hoang Doan Phuong Thao, 2017. "Impact of students’ experiences on brand image perception: the case of Vietnamese higher education," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(2), pages 217-251, June.
    17. Anne Köchling & Martin Lohmann, 2022. "Assessing pre-travel online destination experience values of destination websites: scale development and validation," Information Technology & Tourism, Springer, vol. 24(4), pages 457-484, December.
    18. Laurence Graillot, 2021. "Main well-being factors in tourism context : an application to active sport tourism [Principaux facteurs du bien-être dans le domaine du tourisme : Une application au cas du tourisme sportif actif]," Post-Print hal-03457468, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:afmpwm:261113. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://arbeitsgemeinschaft.marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.