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Electronic Word of Mouth

Eine kritische Analyse von Kundenempfehlungen im Internet im Hinblick auf Ausprägungsformen und Anbieterstrategien

Stefania Lettini

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Paperback / softback
01 May 2002
$144.00
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Inhaltsangabe:Einleitung:Der Studie „Online-Monitor 7. Welle“ der GfK zufolge ist die Reichweite des Internets inzwischen auf 46 Prozent gestiegen. Demnach haben 24,2 Mio. Deutsche Zugang zum Internet. Die Internet-Nutzerstrukturen nähern sich immer mehr an die der Bevölkerung an.Im Rahmen des Marketings waren üblicherweise die Kontakte von Anbieter zum Nachfrager von Interesse. Durch das Internet steigt die Bedeutung der Kommunikation unter Nachfragern hinsichtlich Chancen und Risikopotential für Unternehmen. Das folgende Zitat von Jeff Bezos, Gründer von amazon, unterstreicht die Relevanz dieser neuen Perspektive: „If you make customers happy in the physical world, they might each tell six friends. If you make customers unhappy on the Internet they can each tell 6,000 friends with one message to a newsgroup. If you make them really happy they can tell 6,000 people about you.”.Im folgenden werden zunächst, ausgehend von der Mundwerbung, Electronic Word-of-Mouth und Internet-Kundenempfehlungen definiert und im Anschluß deren Ausprägungsformen beschrieben und beurteilt. Im darauffolgenden Abschnitt wird der Einsatz von Internet-Kundenempfehlung für die Phasen des Kundenbeziehungslebenszyklus erörtert. Eine kritische Beurteilung der Chancen, Risiken und Zukunftsperspektiven von Internet-Kundenempfehlungen erfolgt in den Abschnitten 5 und 6.Inhaltsverzeichnis:Inhaltsverzeichnis:1.Einführung in das Forschungsfeld: Electronic Word-of-Mouth12.Abgrenzung Electronic Word-of-Mouth von der traditionellen Mundwerbung12.1Definition „Electronic Word-of-Mouth“ und Kundenempfehlungen im Internet22.2Besonderheiten der interpersonellen Kommunikation im Internet aus Nachfragerperspektive52.3Bedeutung von Internet-Kundenempfehlungen aus Anbieterperspektive92.4Unterschiede zwischen traditionellen Kundenempfehlungen und Electronic Word-of-Mouth103.Ausprägungen von Electronic Word-of-Mouth123.1Nachfragerinitiierte Internet-Kundenempfehlungen123.1.1Persönliche

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$144.00
In Stock: Ships in 3-5 Days
In Stock: Ships in 7-9 Days
Hurry up! Current stock:

Electronic Word of Mouth

$144.00

Description

Inhaltsangabe:Einleitung:Der Studie „Online-Monitor 7. Welle“ der GfK zufolge ist die Reichweite des Internets inzwischen auf 46 Prozent gestiegen. Demnach haben 24,2 Mio. Deutsche Zugang zum Internet. Die Internet-Nutzerstrukturen nähern sich immer mehr an die der Bevölkerung an.Im Rahmen des Marketings waren üblicherweise die Kontakte von Anbieter zum Nachfrager von Interesse. Durch das Internet steigt die Bedeutung der Kommunikation unter Nachfragern hinsichtlich Chancen und Risikopotential für Unternehmen. Das folgende Zitat von Jeff Bezos, Gründer von amazon, unterstreicht die Relevanz dieser neuen Perspektive: „If you make customers happy in the physical world, they might each tell six friends. If you make customers unhappy on the Internet they can each tell 6,000 friends with one message to a newsgroup. If you make them really happy they can tell 6,000 people about you.”.Im folgenden werden zunächst, ausgehend von der Mundwerbung, Electronic Word-of-Mouth und Internet-Kundenempfehlungen definiert und im Anschluß deren Ausprägungsformen beschrieben und beurteilt. Im darauffolgenden Abschnitt wird der Einsatz von Internet-Kundenempfehlung für die Phasen des Kundenbeziehungslebenszyklus erörtert. Eine kritische Beurteilung der Chancen, Risiken und Zukunftsperspektiven von Internet-Kundenempfehlungen erfolgt in den Abschnitten 5 und 6.Inhaltsverzeichnis:Inhaltsverzeichnis:1.Einführung in das Forschungsfeld: Electronic Word-of-Mouth12.Abgrenzung Electronic Word-of-Mouth von der traditionellen Mundwerbung12.1Definition „Electronic Word-of-Mouth“ und Kundenempfehlungen im Internet22.2Besonderheiten der interpersonellen Kommunikation im Internet aus Nachfragerperspektive52.3Bedeutung von Internet-Kundenempfehlungen aus Anbieterperspektive92.4Unterschiede zwischen traditionellen Kundenempfehlungen und Electronic Word-of-Mouth103.Ausprägungen von Electronic Word-of-Mouth123.1Nachfragerinitiierte Internet-Kundenempfehlungen123.1.1Persönliche

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