Which product features delight customers? : an analysis of online reviews

Online reviews have proliferated in recent years. They are an important source of Information for both consumers and companies. From a consumer perspective, they facilitate the decision making process. From a company perspective, they support the Marketing controlling process. We focus on the company perspective and show how product managers can use online reviews to identify product features that delight customers. We use online reviews for smartphones as an example. They consist of an overall rating and negative or positive ratings of product features. Based on more than 175,000 online Reviews written in the United States and Germany, we calculate effect size relations with a Poisson regression and interpret product features with effect size relations above average as product features that delight customers. We show that results are dynamic as well as country-specific

Welche Produkteigenschaften begeistern Kunden? : eine Analyse von Online Reviews

Online Reviews stellen sowohl für Konsumenten als auch für Unternehmen eine wichtige Informationsquelle dar. Dieser Beitrag zeigt, wie Online Reviews in Unternehmen das Produktmanagement bzw. -Controlling unterstützen können. Auf Basis zu Online Reviews zu Smartphones werden Produkteigenschaften identifiziert, die Kunden begeistern

Stereotype content model (SCM) and chatbots / conversational interfaces : an experiment comparing trust, competence and warmth dimensions

With the rising popularity of chatbots this research paper seeks to answer the question if the stereotype content model (SCM) applies to the domain of chatbots or broader to conversational interfaces. This study answers this research question by conducting an experiment containing different stereotypes (lovable star and incompetent jerk). The SCM applies to the domain of chatbots. The lovable star stereotype chatbot is perceived as more trustworthy as well as more competent and warmer compared to the incompetent jerk. Participants pointed out that they want to know if they are talking to a chatbot and not to a real human. Nevertheless, further research is required regarding traditional text chatbots because the lovable star did not show higher trustworthiness than the text chatbot. Furthermore, these research results suggest, that data privacy is a further, important aspect as customers typically share information when engaging in a conversation with a chatbot

What drives loyalty program perception? : a cross-country analysis

In many industries, companies have shifted from a transaction-based to a relationship-based marketing approach, which is reflected by the introduction of loyalty programs. Obviously, loyalty program effectiveness depends on loyalty program design. We relate loyalty program design to loyalty program perception and consider different design elements. Based on a conjoint analysis in fashion retailing in Germany and Switzerland, we find that consumers in both countries prefer cash rewards as well as no direct mailings, no magazines and no payment function. Consumers in Switzerland prefer a card or app and one fashion show per year, while consumers Germany prefer a card only and no fashion show. We also find that deal proneness has an effect on relative importance values for reward rate and direct mailings, while gender has an effect on relative importance values for reward type and services. Based on these findings, we derive recommendations and discuss limitations

Identifying product features that delight customers : are online reviews and surveys comparable?

Online reviews have proliferated in recent years. They are an important source of information for both consumers and companies. From a company perspective, they support the marketing controlling process. We focus on the company perspective and, in particular, on two research questions: How can companies identify product features that delight consumers based on online reviews? How do results from online reviews compare to results from surveys? We use smartphones as an example and show that the overall rating is comparable between online reviews (N=3,897) and a representative survey (N=401)

Pricing : Prinzipien und Prozesse der betrieblichen Preispolitik

Mit dem Siegeszug von E-Commerce und Digitalem Marketing ist die zentrale Rolle des Pricings in nahezu allen Wirtschaftsbereichen für den Markt- und Unternehmenserfolg noch weiter gewachsen. Die Pricing-Instrumente und die Spielregeln sowie die Einsatzbedingungen dieser Instrumente sind dabei im Vergleich zur herkömmlichen Preispolitik neu und erfordern planvolle Vorbereitung und Entscheidung. Dieses Standardwerk behandelt die Pricing-Prozesse und -Instrumente aus einer managementbezogenen Perspektive. Es stellt sowohl die neuesten theoretischen und methodischen Grundlagen als auch praktisch anwendbare Pricing-Tools dar. Der Aufbau und Einsatz von Pricing-Know-how, der effektive und effiziente Einsatz der Pricing-Instrumente einschließlich des Behavioral Pricing werden ebenso behandelt wie das Preis-Controlling und der Aufbau einer wirksamen Pricing-Infrastruktur