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Digital fatigue – Analysis and evaluation of factors influencing the interaction with digital media
No full textEFFECTIVE SERVICE RECOVERY AS A RESULT OF COMPLAINT AND ONLINE REPUTATION MANAGEMENT How customer dissatisfaction can benefit an organisation during a successful service recovery process
No full textOver the past decades, consumers changed their purchasing behaviour. Instead of relying on their renowned sources, people nowadays are enabled to draw on information provided on online platforms. The existence of electronic word of mouth has changed consumer purchasing behaviour significantly. This phenomenon, however, also harbours various threats for companies as consumers are more likely to voice their grievances about a service or product. Especially in the service industry purchasing behaviour, word of mouth as well as complaint behaviour can have a formidable impact on a company.
The service offers a variety of activities with the aim of meeting a consumer’s individual needs. Yet, this uniqueness also comes with several drawbacks as consistent quality cannot be entirely promised. Thus, the fact that service failures occur should not be taken lightly as customer dissatisfaction may be the result and ramifications may be severe for businesses. To minimise displeased customers, companies can strive for compensating for initial inconveniences in the wake of a well-functioning service recovery approach.
The empirical study targets to give in-depth insights into consumers’ complaint behaviour as well as service recovery expectations in the German market. The results reveal that good service recoveries should not be underestimated as they may have beneficial impacts on businesses as well as the customers themselves. Furthermore, it is obligatory to act not only via offline channels but also through online channels. Thanks to the delivered insights, companies might be able to better adjust their approach of implementing a good service recovery strategy and to place greater value in their consumers’ opinions and concerns. This paper intends to provide a thorough explanation of how dissatisfied consumers can be beneficial to a business in the long-run and why they should not be ignored
Marketing with Pride - A Study on the Success Factors of Marketing to the LGBT Community
No full textPiest, Laura, Marketing with Pride - A Study on the Success Factors of Marketing to the LGBT Community; Master of Arts (International Marketing Management), October 2020, Berlin School of Economics and Law, Berlin, Germany.
The purpose of this study was to investigate the success factors of companies tar- geting the LGBT community to provide relevant recommendations to B2C compa- nies on how to approach pride marketing while avoiding rainbow-washing accusa- tions. Specifically, the thesis was concerned with the attitudes, opinions, and ex- pectations of millennial LGBT individuals. This is an important topic for marketers as the LGBT community is no longer a niche market, but a consumer group that is growing in size and importance and therefore, it is key for companies to understand this segment.
To answer the research question, first, secondary research was conducted to inform the directions of the following primary research. Two methods of qualitative research, expert interviews and focus groups, were used as research instruments. Three professionals with experience in LGBT or cause-related marketing were in- terviewed and a total of 12 members of the LGBT community ranging from ages 22 to 35 were the research subjects in three focus groups. While the expert inter- views aim was to work out the success factors of marketing to the LGBT commu- nity from a professionals point of view to give a broader perspective and to uncover overall tendencies, the focus groups goal was to offer insights from the customers’ point of view and to allow a better understanding of the actions of the target group.
The study showed that there are two main success factors for pride market- ing targeted at the researched group, perceived brand authenticity and innovativeness, which will be discussed and elaborated upon in the recommendations section of the paper
The impact of the Covid-19 pandemic on the social media marketing of airlines. Exemplary cases focusing on Lufthansa and American Airlines
No full textThe Implementation of Artificial Intelligence in Data-driven Influencer Identification in Marketing
No full textIn the age of digital media, social platforms have become an integrated part of daily life. Noticing the reach and customer engagement potential, marketers couldn’t resist turning their business strategies to social media. Thus, firms adopted the latest method of marketing; delivering messages over social media influencers. To hold an effective campaign, marketers need to select the best-fit influencer for their brands and promoted products. Yet, the selection process lacks efficiency since it requires extensive time, headcount, and capital investments. By conducting industry-specific interviews and a survey, this study aims to clarify the implementation process of necessary artificial intelligence (AI) methods to function data-driven influencer identification in influencer marketing. This paper shows clustering analysis, natural language processing, and image recognition can be used for optimizing the influencer selection process
Green Logistics im Retourenmanagement: Maßnahmen zur Reduktion und Prävention von Retouren im B2C Online- und Versandhandel
No full textTransformation zu einer nachhaltigen Stadt Berlin – Perspektiven der Akteure des alternativen Wirtschaftens
No full textDen Akteuren des alternativen Wirtschaftens werden durch ihr hohes transformatives Potenzial als zentrale Akteure einer Transformation in Richtung einer alternativen Wirtschaftsordnung angesehen. Es wird hierdurch deutlich, dass die Stadt Berlin für eine sozial-ökologische Transformation insbesondere die Akteure des alternativen Wirtschaftens fördern muss. Aufgrund der unterschiedlichen Stärken können die Akteure der alterativen Ökonomien voneinander lernen und somit durch Kooperationen ihr transformatives Potenzial noch vergrößern.
Angesichts der ökologischen und sozialen Herausforderungen ist es daher von entscheidender Bedeutung die Akteure des alternativen Wirtschaftens zu vernetzen. Hierfür werden in der Arbeit die Perspektiven der Akteure auf die Transformation zu einer nachhaltigen Stadt Berlin identifiziert und im Anschluss die Gemeinsamkeiten dieser Akteure herausgestellt. Aufbauend auf die Gemeinsamkeiten werden die Erfolgsfaktoren für Kooperationen zwischen den Akteuren ermittelt
