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4. Publikationen School of Management and Law

Publication type:	Conference paper
Type of review:	Not specified
Title:	Which product features delight customers? : an analysis of online reviews
Authors:	Müller, Steffen Beinert, Markus
Conference details:	EMAC 2016, Oslo, Schweden, 24.-27. Mai 2016
Issue Date:	2016
Language:	English
Subjects:	Customer delight; Online review; Product management; Feature
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 consumer perspective, they facilitate the decision making process. From a company perspective, they support the Marketing controlling process. We focus on the company perspective and show how product managers can use online reviews to identify product features that delight customers. We use online reviews for smartphones as an example. They consist of an overall rating and negative or positive ratings of product features. Based on more than 175,000 online Reviews written in the United States and Germany, we calculate effect size relations with a Poisson regression and interpret product features with effect size relations above average as product features that delight customers. We show that results are dynamic as well as country-specific.
URI:	https://digitalcollection.zhaw.ch/handle/11475/14825
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	School of Management and Law
Organisational Unit:	Institute of Marketing Management (IMM)
Appears in collections:	Publikationen School of Management and Law

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