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„Deal of the Day“-Plattformen: Was treibt die Kundenloyalität?

“Deal of the Day” Platforms: What Drives Consumer Loyalty?

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WIRTSCHAFTSINFORMATIK

Zusammenfassung

Die Beliebtheit von „Deal of the Day“ (DoD)-Plattformen ist rasant angestiegen, da sie Einsparungen für lokale Dienstleistungen, Produkte und Urlaube anbieten. Für Händler stellen diese Plattformen einen neuen Marketingkanal dar, um ihre Produkte und Services zu bewerben und neue Kunden zu gewinnen. Die Betreiber von DoD-Plattformen kämpfen jedoch um einen stabilen Marktanteil und Profitabilität, da Eintritts- und Wechselkosten gering sind. Um eine wettbewerbsfähige Marktposition zu halten, suchen DoD-Betreiber daher nach Wegen, um einen loyalen Kundenstamm aufzubauen. Jedoch gibt es bisher kaum Forschung, welche die Determinanten von Kundenloyalität in diesem neuen Kontext untersucht. Um diese Lücke zu füllen, nutzt diese Studie die Grounded-Theory-Methodologie, um ein konzeptionelles Modell der Kundenloyalität für DoD-Betreiber zu entwickeln. Im nächsten Schritt werden diese qualitativen Erkenntnisse erweitert und validiert unter Verwendung quantitativer Daten, die im Rahmen einer Umfrage unter 202 DoD-Nutzern erhoben wurden. Die Autoren haben herausgefunden, dass Kundenloyalität zu einem großen Teil von monetären Anreizen beeinflusst wird, welche jedoch untergraben werden, wenn die Begegnung mit dem Händler unter den Erwartungen bleibt. Zusätzlich stellen die Erweiterung des Anteils relevanter Deals für Kunden (d.h. das Signal-Rausch-Verhältnis) und die Verringerung des wahrgenommenen Risikos einer Transaktion eine Herausforderung dar. Neben ihrem theoretischen Wert bieten die Erkenntnisse praktische Einblicke darüber, wie die Kundenloyalität zu DoD-Betreibern verbessert werden kann.

Abstract

“Deal of the Day” (DoD) platforms have quickly become popular by offering savings on local services, products and vacations. For merchants, these platforms represent a new marketing channel to advertise their products and services and attract new customers. DoD platform providers, however, struggle to maintaining a stable market share and profitability, because entry and switching costs are low. To sustain a competitive market position, DoD providers are looking for ways to build a loyal customer base. However, research examining the determinants of user loyalty in this novel context is scarce. To fill this gap, this study employs Grounded Theory methodology to develop a conceptual model of customer loyalty to a DoD provider. In the next step, qualitative insights are enriched and validated using quantitative data obtained in a survey with 202 DoD users. We find that customer loyalty is in large part driven by monetary incentives, but can be eroded if impressions from merchant encounter are below expectations. In addition, enhancing the share of deals relevant for consumers, i.e. signal-to-noise ratio, and mitigating perceived risks of a transaction emerge as challenges. Beyond theoretical value, our results offer practical insights into how customer loyalty to a DoD provider can be promoted.

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Notes

  1. Das folgende Schema wird genutzt, um die Logik des axialen Codings dazustellen: [KATEGORIE: Sub-Kategorie: Dimension].

  2. Einige Zitate wurden bearbeitet, um deren Lesbarkeit zu erhöhen.

  3. Wir möchten einem anonymen Gutachter für diesen wertvollen Vorschlag danken.

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Authors and Affiliations

  1. Institute of Information Systems, Humboldt-Universität zu Berlin, Spandauer Straße 1, 10178, Berlin, Deutschland

    Hanna Krasnova

  2. Information and Technology Management, The University of Tampa, 401 W. Kennedy Blvd., Tampa, FL, 33606, USA

    Natasha F. Veltri

  3. BearingPoint GmbH, Berlin, Deutschland

    Klaus Spengler

  4. Universität Potsdam, Am Neuen Palais 10, Haus 09, 14469, Potsdam, Deutschland

    Oliver Günther

Authors
  1. Hanna Krasnova
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  2. Natasha F. Veltri
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  3. Klaus Spengler
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  4. Oliver Günther
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Correspondence to Hanna Krasnova.

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Angenommen nach zwei Überarbeitungen durch Prof. Dr. Spann.

This article is also available in English via http://www.springerlink.com and http://www.bise-journal.org: Krasnova H, Veltri NF, Spengler K, Günther O (2013) “Deal of the Day” Platforms. What Drives Consumer Loyalty? Bus Inf Syst Eng. doi: 10.1007/s12599-013-0268-2.

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Krasnova, H., Veltri, N.F., Spengler, K. et al. „Deal of the Day“-Plattformen: Was treibt die Kundenloyalität?. Wirtschaftsinf 55, 159–173 (2013). https://doi.org/10.1007/s11576-013-0366-2

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