The customer decision journey : how to overcome the weaknesses in the journey of the customer in a retail outlet with the help of digitalization?
| dc.contributor.advisor | Kang, Long | |
| dc.contributor.advisor | Lieb, Manfred G | |
| dc.contributor.author | Gafar, Furkan | |
| dc.contributor.department | Faculty of Business Administration | |
| dc.contributor.other | Berlin International University of Applied Sciences | |
| dc.date.accessioned | 2018-09-17 | |
| dc.date.accessioned | 2025-11-28T13:26:26Z | |
| dc.date.available | 2025-11-28T13:26:26Z | |
| dc.date.issued | 2017 | |
| dc.description | ISSUING BODY NOTE: BAU International Berlin University of Applied Sciences is the former name of Berlin International University of Applied Sciences | |
| dc.description.abstract | "Understanding the customers and the way they interact with the businesses and markets was always beneficial to companies. Not only allowing to prioritize the efforts according to factors leading to generate the most profits but also giving a third person view on the sales process helped evolving companies to be more competitive. Nevertheless, the customer journey focuses as the name says on the customers and so human beings. The whole construct is built upon the behaviors and attitudes of a targeted group or a society. Encoding these and adapting the gained information to the business models is the key to success. However, these behaviors and attitudes changed drastically with the digitalization era - new challenges emerged. Customers are well informed and supplied products are getting of an identical type - differences barely recognizable. Therefore, aspects like services and customer friendliness are gaining more and more in importance - customer decide upon other criteria than the product itself. With the help of the customer journey, gaps between the desired customer experiences and the status quo are highlighted. The thesis aims at giving suggestions to overcome the weaknesses in the journey of the customer in a retail outlet with the help of digitalization." | en |
| dc.description.degree | BA | |
| dc.description.tableofcontents | Table of figures -- Statutory declaration -- Introduction -- Definition of a customer journey -- Base of the customer journey: aida model. -- The purchase funnel -- The concept of the customer journey -- The utility of the customer journey in marketing -- Touch points -- The change of the communication -- Consumer model of Engle, Blackwell and Miniards -- THE PHASES OF THE CUSTOMER JOURNEY AS A STARTING POINT FOR MARKETERS : Consideration-set : Viral marketing -- The role of social media -- The phase of active evaluation -- Moment of purchase phase : Added brands ; Packaging ; Staff -- Post-purchase phase : Word-of-mouth (WOM) -- GUIDELINE FOR THE IMPLEMENTATION : Marketing-Attribution : Attribution models -- UNDERSTANDING THE CUSTOMER JOURNEY: CUSTOMER JOURNEY MAPPING : Capabilities of the customer journey -- Limitation of the customer journey -- CUSTOMER JOURNEY IN A CLASSIC RETAIL STORE IN APPAREL INDUSTRY : Framework : Retail store ; Product offers ; Why women? ; Pricing ; Which motivation drives the people to buy at stores like at Zara and H&M? -- THE CLASSICAL CUSTOMER JOURNEY WITH AN EXAMPLE : Trigger -- The consideration set -- Active evaluation set -- Moment of purchase -- Post-purchase experience -- WEAKNESSES IN THE CUSTOMER JOURNEY : Sales floor -- Fitting rooms -- Checkout -- Staff -- OVERCOMING THE WEAKNESSES IN THE CUSTOMER JOURNEY THROUGH DIGITALIZATION : Digitalization -- Humans in digitalization? -- WHAT HAPPENS WITH THE COLLECTED DATA IN RETAIL STORES NOWADAYS? : ISO 9001:20-- SOLUTION THROUGH DIGITALIZATION : RFID -- Beacons -- HOW TO OVERCOME THE WEAKNESSES? : Sales floor -- Fitting rooms -- Checkout -- Staff -- Payoff of digitalization -- Conclusion -- Bibliography | en |
| dc.identifier.uri | https://repository.berlin-international.de/handle/123456789/572 | |
| dc.language.iso | eng | |
| dc.subject | Specific sectors, industries | |
| dc.subject | Digital business | |
| dc.subject | Consumer behaviour | |
| dc.subject | Wholesale and retail trade | |
| dc.title | The customer decision journey : how to overcome the weaknesses in the journey of the customer in a retail outlet with the help of digitalization? | |
| dc.type | Thesis |