IDEAS home Printed from https://ideas.repec.org/a/zbw/hsgmrs/276156.html
   My bibliography  Save this article

Customer-ExperienceTracking im Handel Echtzeitmessungen wirksam implementieren

Author

Listed:
  • Gahler, Markus
  • Klein, Jan F.
  • Paul, Michael

Abstract

Für Unternehmen, welche konsequent positive Kundenerlebnisse entlang der Kundenreise schaffen wollen, sind akkurate Echtzeit-Daten zur Customer Experience unerlässlich. Daher geben wir hier eine Anleitung zur Implementierung einer Methode, die die Customer Experience direkt an den relevanten Kontaktpunkten der Handelspraxis in Echtzeit misst.

Suggested Citation

  • Gahler, Markus & Klein, Jan F. & Paul, Michael, 2021. "Customer-ExperienceTracking im Handel Echtzeitmessungen wirksam implementieren," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 38(5), pages 18-25.
    • Handle: RePEc:zbw:hsgmrs:276156
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/276156/1/MRSG_2021_5_18-25.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Lovett, Mitchell J. & Peres, Renana, 2018. "Mobile diaries – Benchmark against metered measurements: An empirical investigation," International Journal of Research in Marketing, Elsevier, vol. 35(2), pages 224-241.
    2. Holmlund, Maria & Van Vaerenbergh, Yves & Ciuchita, Robert & Ravald, Annika & Sarantopoulos, Panagiotis & Ordenes, Francisco Villarroel & Zaki, Mohamed, 2020. "Customer experience management in the age of big data analytics: A strategic framework," Journal of Business Research, Elsevier, vol. 116(C), pages 356-365.
    3. Christian Homburg & Danijel Jozić & Christina Kuehnl, 2017. "Customer experience management: toward implementing an evolving marketing concept," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 377-401, May.
    4. Wagner, Gerhard & Schramm-Klein, Hanna & Steinmann, Sascha, 2020. "Online retailing across e-channels and e-channel touchpoints: Empirical studies of consumer behavior in the multichannel e-commerce environment," Journal of Business Research, Elsevier, vol. 107(C), pages 256-270.
    Full references (including those not matched with items on IDEAS)

    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. Li, Xi & Dahana, Wirawan Dony & Ye, Qiongwei & Peng, Luluo & Zhou, Jiaying, 2021. "How does shopping duration evolve and influence buying behavior? The role of marketing and shopping environment," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    2. Zha, Dongmei & Marvi, Reza & Foroudi, Pantea, 2023. "Synthesizing the customer experience concept: A multimodularity approach," Journal of Business Research, Elsevier, vol. 167(C).
    3. Christian Homburg & Moritz Tischer, 2023. "Customer journey management capability in business-to-business markets: Its bright and dark sides and overall impact on firm performance," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 1046-1074, September.
    4. Filieri, Raffaele & Alguezaui, Salma & Galati, Francesco & Raguseo, Elisabetta, 2023. "Customer experience with standard and premium Peer-To-Peer offerings: A mixed-method combining text analytics and qualitative analysis," Journal of Business Research, Elsevier, vol. 167(C).
    5. Sarker, Moniruzzaman & Mohd-Any, Amrul Asraf & Kamarulzaman, Yusniza, 2021. "Validating a consumer-based service brand equity (CBSBE) model in the airline industry," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    6. Saravanan Periyasami & Aravin Prince Periyasamy, 2022. "Metaverse as Future Promising Platform Business Model: Case Study on Fashion Value Chain," Businesses, MDPI, vol. 2(4), pages 1-21, November.
    7. Adriana Dima & Elena Radu & Ecaterina Milica Dobrota & Adrian Otoiu & Alina Florentina Saracu, 2023. "Sustainable Development of E-commerce in the Post-COVID Times: A Mixed-Methods Analysis of Pestle Factors," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 25(S17), pages 1095-1095, November.
    8. Rather, Raouf Ahmad & Hollebeek, Linda D., 2021. "Customers’ service-related engagement, experience, and behavioral intent: Moderating role of age," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    9. Hu, Tun-I & Tracogna, Andrea, 2020. "Multichannel customer journeys and their determinants: Evidence from motor insurance," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    10. Chen, Yan & Zhang, Lei & Zhao, Yulu & Xu, Bing, 2022. "Implementation of penalized survival models in churn prediction of vehicle insurance," Journal of Business Research, Elsevier, vol. 153(C), pages 162-171.
    11. Pallant, Jason I. & Pallant, Jessica L. & Sands, Sean J. & Ferraro, Carla R. & Afifi, Eslam, 2022. "When and how consumers are willing to exchange data with retailers: An exploratory segmentation," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    12. Busu Mihail & Stamule Stere, 2020. "An ANP approach to estimate the market shares of the car industry companies in Romania," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 953-962, July.
    13. Canhoto, Ana Isabel & Clear, Fintan, 2020. "Artificial intelligence and machine learning as business tools: A framework for diagnosing value destruction potential," Business Horizons, Elsevier, vol. 63(2), pages 183-193.
    14. Shah, Tushar R., 2022. "Can big data analytics help organisations achieve sustainable competitive advantage? A developmental enquiry," Technology in Society, Elsevier, vol. 68(C).
    15. Lambillotte, Laetitia & Magrofuoco, Nathan & Poncin, Ingrid & Vanderdonckt, Jean, 2022. "Enhancing playful customer experience with personalization," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    16. Roggeveen, Anne L. & Rosengren, Sara, 2022. "From customer experience to human experience: Uses of systematized and non-systematized knowledge," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    17. Mihaela Tofan & Ionel Bostan, 2022. "Some Implications of the Development of E-Commerce on EU Tax Regulations," Laws, MDPI, vol. 11(1), pages 1-26, February.
    18. Jihoon Cho & Swinder Janda, 2023. "Perception carryover in cross-buying: the role of interpurchase time and product locus," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 809-819, December.
    19. Benjamin Barann & Jan H. Betzing & Marco Niemann & Benedikt Hoffmeister & Jörg Becker, 2022. "Exploring customers’ likeliness to use e-service touchpoints in brick and mortar retail," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 523-545, June.
    20. Chia-Nan Wang & Thanh-Tuan Dang & Ngoc-Ai-Thy Nguyen & Thi-Thu-Hong Le, 2020. "Supporting Better Decision-Making: A Combined Grey Model and Data Envelopment Analysis for Efficiency Evaluation in E-Commerce Marketplaces," Sustainability, MDPI, vol. 12(24), pages 1-24, December.

    More about this item

    Statistics

    Access and download statistics

    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:hsgmrs:276156. 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://imc.unisg.ch/ .

    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.