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Welche Produkt­eigenschaften begeistern Kunden? - Eine Analyse von Online Reviews

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  • Müller, Steffen
  • Beinert, Markus
  • Struik, Arie

Abstract

Online Reviews stellen sowohl für Konsumenten als auch für Unternehmen eine wichtige Informationsquelle dar. Dieser Beitrag zeigt, wie Online Reviews in Unternehmen das Produktmanagement bzw. -Controlling unter-stützen können. Auf Basis von Online Reviews zu Smartphones werden Produkteigenschaften identifiziert, die Kunden begeistern.

Suggested Citation

  • Müller, Steffen & Beinert, Markus & Struik, Arie, 2017. "Welche Produkt­eigenschaften begeistern Kunden? - Eine Analyse von Online Reviews," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 34(1), pages 68-74.
    • Handle: RePEc:zbw:hsgmrs:275896
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    References listed on IDEAS

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    3. Singh, Jyoti Prakash & Irani, Seda & Rana, Nripendra P. & Dwivedi, Yogesh K. & Saumya, Sunil & Kumar Roy, Pradeep, 2017. "Predicting the “helpfulness” of online consumer reviews," Journal of Business Research, Elsevier, vol. 70(C), pages 346-355.
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