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Verwendung von Word of Mouth-Daten zur Identifikation von Asymmetrie im Wettbewerb: Eine textbasierte Analyse am Beispiel deutscher Automobilmarken
[Identification of asymmetric competition by using word of mouth data: A text-based analysis among German automotive brands]

Author

Listed:
  • Tobias Reckmann

    (Universität Hamburg)

Abstract

Zusammenfassung Kundenkommentare im Web 2.0 stellen für Unternehmen aufgrund ihrer Menge sowie Zeitaktualität eine viel versprechende Informationsbasis dar. Entsprechend bestehen verstärkt Bestrebungen, online kommunizierte Kundenerfahrungen zu strukturieren und für die Marketingpraxis nutzbar zu machen. Dieser Beitrag stellt einen neuartigen textbasierten Ansatz vor, der es erlaubt, komplexe Wettbewerbsbeziehungen basierend auf Kundenrezensionen zu visualisieren. Am Beispiel fünf deutscher Automobilmarken lassen sich asymmetrische Wettbewerbsbeziehungen identifizieren, bei denen je nach Referenzmarke der jeweiligen Kundenerfahrung unterschiedliche Wahrnehmungen konkurrierender Marken vorliegen. Durch Offenlegung dieser heterogenen Wahrnehmungsräume von Kunden können in Frage kommende Marken für zukünftiges Wechselverhalten frühzeitig identifiziert und Ressourcen entsprechend allokiert werden.

Suggested Citation

  • Tobias Reckmann, 2017. "Verwendung von Word of Mouth-Daten zur Identifikation von Asymmetrie im Wettbewerb: Eine textbasierte Analyse am Beispiel deutscher Automobilmarken [Identification of asymmetric competition by usin," Schmalenbach Journal of Business Research, Springer, vol. 69(2), pages 173-201, June.
    • Handle: RePEc:spr:sjobre:v:69:y:2017:i:2:d:10.1007_s41471-016-0027-4
    DOI: 10.1007/s41471-016-0027-4
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    References listed on IDEAS

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