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Curated Shopping: Value Creation durch One-to-One-Beratungsservice

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  • Sebald, Anna Kathrin
  • Jacob, Frank

Abstract

Das Curated Shopping ermöglicht einen One-to-One-Beratungsservice sowie eine Verbesserung der Nutzenorientierung im E-Commerce. Im Rahmen der Wertgenerierung bilden kundenseitige Nutzungsprozesse und die Interaktion zwischen Kunde und Stilberater wichtige Untersuchungs-einheiten. Die Service-Dominant-Logic liefert hierbei als Analyseraster wertvolle Hinweise für Marketingentscheider im Handel.

Suggested Citation

  • Sebald, Anna Kathrin & Jacob, Frank, 2016. "Curated Shopping: Value Creation durch One-to-One-Beratungsservice," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 33(6), pages 38-45.
    • Handle: RePEc:zbw:hsgmrs:275882
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    References listed on IDEAS

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    1. Jones, Michael A. & Reynolds, Kristy E. & Arnold, Mark J., 2006. "Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes," Journal of Business Research, Elsevier, vol. 59(9), pages 974-981, September.
    2. Haas, Alexander & Kenning, Peter, 2014. "Utilitarian and Hedonic Motivators of Shoppers’ Decision to Consult with Salespeople," Journal of Retailing, Elsevier, vol. 90(3), pages 428-441.
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