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The Connection Between Service Design and Brand Personality: An Explorative Study Analyzing the Curated-Shopping-Platform "Zalon by Zalando"

Author

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  • Detzel, Raphael
  • Mahle, Irene
  • Pätzmann, Jens U.

Abstract

Die vorliegende explorative Studie beschäftigt sich mit der Verbindung von Service-Design und Markenpersönlichkeit. Angesichts der Tatsache, dass der Service- bzw. Dienstleistungssektor immer wichtiger wird, rückt auch das Forschungsfeld Service-Design mehr in den Vordergrund. Dieser Artikel untersucht daher, ob das Konstrukt Markenpersönlichkeit als Leitidee für das Design neuer Services betrachtet werden kann. Insbesondere E-Commerce-Unternehmen weiten ihre Geschäftsmodelle in Richtung Service aus. Daher wird die Forschungsfrage auf Basis einer Case Study am Beispiel des Online-Händlers Zalando und dessen Curated-Shopping-Plattform "Zalon by Zalando" untersucht. Mittels einer Literaturanalyse konnte festgestellt werden, dass dieser Service ein Beispiel für einen klassischen Service-Design-Prozess darstellt. Weiterhin kann die Hypothese bestätigt werden, dass Zalando eine Markentransfer-Strategie verwendet hat, um den Markt zu betreten. Anschließend folgt die Evaluation der Markenpersönlichkeit als Leitmotiv für das Service-Design von "Zalon by Zalando", welche zeigen konnte, dass Zalando die menschlichen Charakteristika des Markenkerns auf den Service übertragen hat.

Suggested Citation

  • Detzel, Raphael & Mahle, Irene & Pätzmann, Jens U., 2016. "The Connection Between Service Design and Brand Personality: An Explorative Study Analyzing the Curated-Shopping-Platform "Zalon by Zalando"," Markenbrand: Die Strategiequelle - Zeitschrift für Markenstrategie, Hochschule Neu-Ulm, Kompetenzzentrum Marketing & Branding, issue 5/2016, pages 57-65.
    • Handle: RePEc:zbw:hnumbr:178308
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    References listed on IDEAS

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    1. Jean-Noël Kapferer & Audrey Azoulay, 2003. "Do brand personality scales really measure brand personality?," Post-Print hal-00781544, HAL.
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