|Title:||Identifying product features that delight customers : are online reviews and surveys comparable?|
|Authors :||Müller, Steffen|
|Conference details:||46th EMAC Annual Conference 2017, Groningen, 23.-26. Mai 2017|
|Publisher / Ed. Institution :||The European Marketing Academy|
|License (according to publishing contract) :||Licence according to publishing contract|
|Type of review:||Peer review (Abstract)|
|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|
|Appears in Collections:||Publikationen School of Management and Law|
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