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Virtuelle Kundenintegration

Die Bedeutung der Digitalisierung für die Interaktion bei der Kundenintegration

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Handbuch Digitale Wirtschaft

Part of the book series: Springer Reference Wirtschaft ((SRW))

Zusammenfassung

Um einen genauen Fit zwischen einem Produkt und den Wünschen sowie Bedürfnissen von Kunden herzustellen, nutzen Unternehmen neben Marktforschungsaktivitäten zunehmend die Möglichkeit der Kundenintegration in den Innovationsprozess. Insbesondere da Interaktionen zwischen Kunden sowie zwischen Kunden und Mitarbeitern des Unternehmens einen wichtigen Erfolgsfaktor für eine gewinnbringende Kundenintegration darstellen, können elektronische Medien als Instrumente zur Verbesserung des Austauschs dienen. Vor diesem Hintergrund werden in diesem Beitrag die Grundlagen zu dem Thema Kundenintegration aufgezeigt und die Motive der Kundenbeteiligung sowie die damit verbundenen Chancen und Herausforderungen seitens Unternehmen erläutert. Schließlich wird dargelegt, wie virtuelle Communities, virtuelle Stimuli und mobile Endgeräte die digitale Kundenintegration in den Innovationsprozess unterstützen können. Im abschließenden Fazit wird diskutiert, ob und wie durch diese digitalen Medien die Qualität und Quantität von Interaktionen im Rahmen der Kundenintegration erhöht werden können.

Aus Gründen der besseren Lesbarkeit wird auf die gleichzeitige Verwendung männlicher und weiblicher Sprachformen verzichtet. Sämtliche Personenbezeichnungen gelten gleichermaßen für beiderlei Geschlecht.

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Authors and Affiliations

  1. Fakultät für Wirtschaftswissenschaften, Universität Duisburg-Essen, Essen, Deutschland

    Anika Peschl

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  1. Anika Peschl
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Correspondence to Anika Peschl .

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  1. Universität Duisburg-Essen, Essen, Germany

    Tobias Kollmann

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Peschl, A. (2018). Virtuelle Kundenintegration. In: Kollmann, T. (eds) Handbuch Digitale Wirtschaft. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-17345-6_72-1

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  • DOI: https://doi.org/10.1007/978-3-658-17345-6_72-1

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