Essays about: "digital touchpoints"

Showing result 1 - 5 of 26 essays containing the words digital touchpoints.

1. 1. Realizing and Satisfying Informational Requirements throughout the Customer Journey : A Case Study on the Industrial Manufacturing Industry

   University essay from Högskolan i Gävle/Avdelningen för ekonomi

   Author : Kenneth Santos; Rasmus Törnros; [2023]
   Keywords : Customer Journey; Data Management; Industrial Manufacturing; Marketing;

   Abstract : This thesis examines the informational requirements of customers throughoutthe customer journey within the industry for industrial facilitating goods and exploreshow to manage data to meet these requirements. The research adopts a qualitativeresearch design with a case study approach, using semi-structured interviewssupplemented with secondary survey data. READ MORE

3. 2. Realizing and Satisfying Informational Requirements throughout the Customer Journey: A Case Study on the Industrial Manufacturing Industry

   University essay from Högskolan i Gävle/Företagsekonomi

   Author : Kenneth Santos; Rasmus Törnros; [2023]
   Keywords : Customer Journey; Data Management; Industrial Manufacturing; Marketing;

   Abstract : This thesis examines the informational requirements of customers throughout the customer journey within the industry for industrial facilitating goods and explores how to manage data to meet these requirements. The research adopts a qualitative research design with a case study approach, using semi-structured interviews supplemented with secondary survey data. READ MORE

4. 3. Digital Dimension of Luxury Automotive Brands: A multiple case study investigating hedonic value creation online

   University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

   Author : Sara Horvath; Betty Sandberg; [2023]
   Keywords : Luxury Brands; Automotive Industry; Value Creation; Hedonic Value; Customer Experience; Digital Touchpoints; Customer Journey;

   Abstract : In recent years, there has been a notable shift in the conventional strategies employed by luxury automotive brands towards a more digitalized customer journey. This shift reflects the changing landscape of consumer behavior and the growing influence of technology in shaping customer experiences. READ MORE

5. 4. One-stop-shop: Will super-apps disrupt multi-touchpoint consumer journeys?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Haotian Zhang; Hongning Wang; [2023]
   Keywords : Super apps; Klarna; consumer behaviours; touchpoints; consumer journey; Business and Economics;

   Abstract : This research investigates consumer behaviours within the context of Super Applications (Super Apps) usage, specifically examining Millennials and Generation Z in Sweden utilising the super app, Klarna. Utilising Digital Practice Tracking (DPT) methodology, coupled with observational techniques and post-phenomenological interviews, this research began by identifying patterns in consumer behaviour during super apps usage. READ MORE

6. 5. How can B2B companies optimize their marketing and sales efforts in the customer journey with digital means? : A case study with a Swedish manufacturing company.

   University essay from Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhet

   Author : Lisa Svensson; Sanna Eriksson; [2022]
   Keywords : Data-driven Marketing; B2B Customer Journey; B2B Sales Funnel; B2B Sales Management; Digital Inbound Marketing; Digital Content Marketing; Growth hacking;

   Abstract : Rapid digital transformation, accelerated by covid-19 and a younger, more digital workforce, has changed the B2B sales environment affecting customer behavior, business practices and technologies. To adapt to this change B2B companies need to create new endeavors that connect marketing and sales activities, and identify how these can be efficiently enhanced by technology and digital tools. READ MORE