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Künstliche Intelligenz in der Online-B2C-Kommunikation. Untersuchung der Kundenakzeptanz von Chatbots

Künstliche Intelligenz in der Online-B2C-Kommunikation. Untersuchung der Kundenakzeptanz von Chatbots

          
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About the Book

Bachelorarbeit aus dem Jahr 2021 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Cologne Business School Köln, Sprache: Deutsch, Abstract: Das Ziel dieser Arbeit ist es, messbare Akzeptanzdeterminanten, die für die Chatbot-Thematik verwendet werden können, zu definieren. Dabei ist es relevant, den Einfluss der einzelnen Determinanten auf die Kundenakzeptanz und mögliche Zusammenhänge zwischen den Determinanten zu analysieren. Im Zuge der voranschreitenden Digitalisierung steigt das unternehmerische Interesse an der Marketing-Automation, auch Marketing-Automatisierung genannt. Laut einer Studie der Wirtschaftsprüfungsgesellschaft PrivatwaterhouseCoopers GmbH (pwc) aus dem Jahre 2018 geht hervor, dass über ein Viertel der befragten Unternehmen bereits Automatisierungsprozesse im eigenen Marketing implementiert haben und über die Hälfte eine Implementierung planen. Der größte Anteil an Prozessen wurde laut der Umfrage mit 86% im Bereich des Endverbrauchermarketings automatisiert. Gründe dafür seien die Effizienzsteigerung sowie Effektivität und Individualisierung der Kundenansprache, um Kundenprofile zu erstellen und die Qualität des zielgruppenorientierten Marketings zu verbessern. Denn der Anspruch an Individualisierung und Personalisierung des Konsumenten ist über die Möglichkeit seiner dauerhaften digitalen Konnektivität durch den Ausbau der digitalen Infrastruktur über neue Technologien und Innovationen angestiegen. Deshalb versprechen sich die Befragten durch die Marketing-Automation den Erhalt der eigenen Wettbewerbsfähigkeit, wovon 85% eine Investitionssteigerung im Bereich der Automation der zielgruppenorientierten Kundenansprache planen. Insgesamt wird durch die Studie ein Trend der Marketing-Automation und dessen Eingliederung in das eigene Unternehmen deutlich. Besonders die individuelle und personalisierte Ansprache des Konsumenten steht dabei im Fokus. Laut einer zertifizierten Expertenstudie der HdM Transfer- & Weiterbildungsg


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Product Details
  • ISBN-13: 9783346521668
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 112
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3346521664
  • Publisher Date: 29 Sep 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 154 gr


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Künstliche Intelligenz in der Online-B2C-Kommunikation. Untersuchung der Kundenakzeptanz von Chatbots
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