IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-658-33731-5_24.html
   My bibliography  Save this book chapter

Die Online Customer Journey – Moments of Truth

In: Digitales Management und Marketing

Author

Listed:
  • Martin Stirzel

    (Hochschule Neu-Ulm (HNU))

  • Armando Nisio

    (Hochschule Neu-Ulm (HNU))

Abstract

Zusammenfassung Neben dem weitgehend etablierten Online-Verkauf von „Shopping Goods“ werden immer mehr Anstrengungen bei teuren „Specialty Goods“ unternommen, diese auch über digitale Online-Kanäle zu vermarkten und zu verkaufen. Der vorliegende Beitrag befasst sich daher mit der Frage, wie eine Customer Journey im Online-Vertrieb von Automobilen aussieht und wie durch ein besseres Verständnis des Prozesses und anhand der sogenannten „Moments of Truth“ die Effektivität im Online Sales verbessert werden kann. Zunächst wird anhand der gängigen Konzepte des E-Commerce, der Online Channels und der Customer Journey das Fundament gelegt. In weiteren Schritten wird eine Synthese aus den aus der Literatur bekannten Prozessen sowie Moments of Truth gebildet. Hierbei werden Spezifika der Automobilindustrie berücksichtigt. Darauf basierend werden Handlungs- und Gestaltungsempfehlungen gegeben.

Suggested Citation

  • Martin Stirzel & Armando Nisio, 2021. "Die Online Customer Journey – Moments of Truth," Springer Books, in: Stefan Detscher (ed.), Digitales Management und Marketing, chapter 0, pages 445-456, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-33731-5_24
    DOI: 10.1007/978-3-658-33731-5_24
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Robert von Böhlen & Iveta Šimberová, 2023. "Analysis of factors influencing car purchases on the Internet by automotive customers in Germany," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 10(3), pages 340-361, March.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-658-33731-5_24. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.