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Mobile Shoppingcenter-Applikationen. Einfluss auf das Einkaufserlebnis von Konsumenten

Mobile Shoppingcenter-Applikationen. Einfluss auf das Einkaufserlebnis von Konsumenten

          
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About the Book

Bachelorarbeit aus dem Jahr 2018 im Fachbereich BWL - Handel und Distribution, Note: 2,0, Georg-August-Universität Göttingen, Sprache: Deutsch, Abstract: Diese Arbeit untersucht, wie sich die Nutzung einer mobilen Shoppingcenter-Applikation auf das Einkaufserlebnis des Konsumenten auswirkt. Im Anschluss an die Problemstellung folgen im zweiten Kapitel grundlegende definitorische Abgrenzungen mit Bezug auf Einkaufserlebnisse im Shoppingcenter. Im dritten Kapitel werden theoretische Ansätze betrachtet, welche als Basis für die Analyse des darauffolgenden Kapitels genutzt werden. Im vierten Kapitel wird die Wirkung der mobilen Shoppingcenter-Applikationen auf das Einkaufserlebnis analysiert. Hierfür wird unter anderem das Brand Experience Model in Bezug auf Shoppingcenter-Apps in der Praxis beleuchtet. Anschließend werden Praxisbeispiele ausgewählter Shoppingcenter kritisch gewürdigt. Auf Grundlage der gewonnenen Erkenntnisse werden schließlich Handlungsempfehlungen für die Praxis und Implikationen für die Forschung abgeleitet. Der gesamte stationäre Einzelhandel erlebt sei zwei Dekaden einen gewaltigen Umbruch. Durch den boomenden Online-Handel hat sich das Einkaufsverhalten der Konsumenten nachhaltig verändert, sodass sich nicht nur einzelne Einzelhändler, sondern auch Shoppingcenter mit der Vielzahl von Händlern dem digitalen Wandel des 21. Jahrhunderts stellen müssen. Dabei besteht die Herausforderung für ein Centermanagement darin, ein Zusammenspiel von online und offline in dem Center gemeinsam mit den Einzelhandels- und Dienstleistungsmietern anzubieten und die Kommunikation mit dem Kunden zu personalisieren. Shoppingcenter-Betreiber können aufgrund der Entwicklung von Smartphones und der steigenden Beliebtheit des Online-Handels eine neue Form der Kommunikation verwirklichen, indem eine mobile Shoppingcenter-Applikation (App) entwickelt und angeboten wird.


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Product Details
  • ISBN-13: 9783346397485
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 52
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3346397483
  • Publisher Date: 22 Mar 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 82 gr


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Mobile Shoppingcenter-Applikationen. Einfluss auf das Einkaufserlebnis von Konsumenten
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