How to Manage Customer Relationships in the Age of Digitalization (PDF)
An Overview of the Influence Factors on Consumers' Participation in Firm-Hosted Virtual P3 Communities
(Sprache: Englisch)
Seminar paper from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Münster, language: English, abstract: As a result of the rise of digital technologies new media phenomena shape the...
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Seminar paper from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Münster, language: English, abstract: As a result of the rise of digital technologies new media phenomena shape the rela-tionship between customer and company. Companies need to take the shift in rela-tionships into account when managing customer relationships in the age of digital-ization. Customers are now more involved and adopt a more powerful position as market participants. Simultaneously, companies are able to interact with their cus-tomers directly. One new media phenomenon is the emergence of virtual commu-nities which are hosted by firms for commercial purposes. Virtual communities permit companies to enhance the customer-firm-relationship and promote consumer-to-consumer interactions. With the help of virtual peer-to-peer problem solving (P3) commu-nities, companies can complement their service support in a low-cost way.
Thus, the research question of this seminar paper pertains to this issue: What motivates consumers to participate in firm-hosted virtual P3 communities?
Thus, the research question of this seminar paper pertains to this issue: What motivates consumers to participate in firm-hosted virtual P3 communities?
Bibliographische Angaben
- Autor: Mira Oetzmann
- 2017, 1. Auflage, 24 Seiten, Englisch
- Verlag: GRIN Verlag
- ISBN-10: 3668566488
- ISBN-13: 9783668566484
- Erscheinungsdatum: 08.11.2017
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
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- Größe: 0.68 MB
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Englisch
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