Title: Identifying product features that delight customers : are online reviews and surveys comparable?
Authors : Müller, Steffen
Beinert, Markus
Seiler, Roger
Conference details: 46th EMAC Annual Conference 2017, Groningen, 23.-26. Mai 2017
Publisher / Ed. Institution : The European Marketing Academy
Issue Date: 2017
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (Abstract)
Language : English
Subject (DDC) : 658.8: Marketing management
Abstract: Online reviews have proliferated in recent years. They are an important source of information for both consumers and companies. From a company perspective, they support the marketing controlling process. We focus on the company perspective and, in particular, on two research questions: How can companies identify product features that delight consumers based on online reviews? How do results from online reviews compare to results from surveys? We use smartphones as an example and show that the overall rating is comparable between online reviews (N=3,897) and a representative survey (N=401).
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Publication type: Conference Paper
URI: https://digitalcollection.zhaw.ch/handle/11475/12972
Appears in Collections:Publikationen School of Management and Law

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