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When consumers buy a new pair of skis : customer journey mapping in a digital landscape / submitted by Christina Teresa Straubinger, BSc
VerfasserStraubinger, Christina Teresa
Betreuer / BetreuerinnenWegerer, Philipp
ErschienenInnsbruck, May 2018
Umfang71, XXXV Blätter : Illustrationen
HochschulschriftUniversität Innsbruck, Masterarbeit, 2018
Datum der AbgabeMai 2018
Schlagwörter (DE)Customer journey / customer experience / online behavior / BCM / Millennials
Schlagwörter (EN)Customer journey / customer experience / online behavior / BCM / Millennials
Schlagwörter (GND)Verbraucherverhalten / Produktentscheidung / Online-Marketing
URNurn:nbn:at:at-ubi:1-20225 Persistent Identifier (URN)
 Das Werk ist frei verfügbar
When consumers buy a new pair of skis [3.78 mb]
Zusammenfassung (Englisch)

In order to persist in an increasingly competitive environment, marketers of all kind of products and services are focusing on the countless opportunities that arise from digitization. However, creating data from individual customers also leads to an incredibly complex picture, which makes it often difficult to derive clear marketing strategies from that. This thesis examines the customer journey of Millennials buying a new pair of skis by means of qualitative interviews and a customer journey mapping method (BCM). The analysis shows that even age segments have to be sub-classified further, as critical moments along the journey vary to a great extent, and therefore influence the underlying customer experience in different ways. At least for the investigated customer group of Millennials, the result provides indications how marketers can offer a positive customer experience in an online as well as in an offline environment. In addition, also marketers with comparable product portfolios can use the findings to develop an efficient strategy to serve their customers.

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