| Publikationstyp: | Konferenz: Paper |
| Art der Begutachtung: | Peer review (Publikation) |
| Titel: | A customer-centric search for triggers as a basis for marketing automation service design |
| Autor/-in: | Hannich, Frank Kaya, Tania Hüttermann, Marcel |
| et. al: | No |
| DOI: | 10.1007/978-3-030-72090-2_8 |
| Tagungsband: | Smart services summit : digital as an enabler for smart service business development |
| Herausgeber/-in des übergeordneten Werkes: | West, Shaun Meierhofer, Jürg Ganz, Christoph |
| Seite(n): | 85 |
| Seiten bis: | 93 |
| Angaben zur Konferenz: | Third Smart Services Summit 2020, Zurich (online), 23 October - 23 December 2020 |
| Erscheinungsdatum: | 2021 |
| Reihe: | Progress in IS |
| Verlag / Hrsg. Institution: | Springer |
| Verlag / Hrsg. Institution: | Cham |
| ISBN: | 978-3-030-72089-6 978-3-030-72090-2 |
| Sprache: | Englisch |
| Schlagwörter: | B2C; Customer centricity; Marketing automation; Service design |
| Fachgebiet (DDC): | 658.8: Marketingmanagement |
| Zusammenfassung: | This B2C case is about Houzy, a startup and free landlord platform based in Zurich. We used the five trigger sources approach to identify relevant triggers and a gap analysis to create new service design ideas. Our study shows that the five trigger sources approach works well for small and medium-sized enterprises (SMEs) with limited data and resources. We found numerous triggers that generate behavior changes in customers, and we derived service design ideas from triggers not yet addressed by Houzy services. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/23384 |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Departement: | School of Management and Law |
| Organisationseinheit: | Institut für Marketing Management (IMM) |
| Enthalten in den Sammlungen: | Publikationen School of Management and Law |
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Hannich, F., Kaya, T., & Hüttermann, M. (2021). A customer-centric search for triggers as a basis for marketing automation service design [Conference paper]. In S. West, J. Meierhofer, & C. Ganz (Eds.), Smart services summit : digital as an enabler for smart service business development (pp. 85–93). Springer. https://doi.org/10.1007/978-3-030-72090-2_8
Hannich, F., Kaya, T. and Hüttermann, M. (2021) ‘A customer-centric search for triggers as a basis for marketing automation service design’, in S. West, J. Meierhofer, and C. Ganz (eds) Smart services summit : digital as an enabler for smart service business development. Cham: Springer, pp. 85–93. Available at: https://doi.org/10.1007/978-3-030-72090-2_8.
F. Hannich, T. Kaya, and M. Hüttermann, “A customer-centric search for triggers as a basis for marketing automation service design,” in Smart services summit : digital as an enabler for smart service business development, 2021, pp. 85–93. doi: 10.1007/978-3-030-72090-2_8.
HANNICH, Frank, Tania KAYA und Marcel HÜTTERMANN, 2021. A customer-centric search for triggers as a basis for marketing automation service design. In: Shaun WEST, Jürg MEIERHOFER und Christoph GANZ (Hrsg.), Smart services summit : digital as an enabler for smart service business development. Conference paper. Cham: Springer. 2021. S. 85–93. ISBN 978-3-030-72089-6
Hannich, Frank, Tania Kaya, and Marcel Hüttermann. 2021. “A Customer-Centric Search for Triggers as a Basis for Marketing Automation Service Design.” Conference paper. In Smart Services Summit : Digital as an Enabler for Smart Service Business Development, edited by Shaun West, Jürg Meierhofer, and Christoph Ganz, 85–93. Cham: Springer. https://doi.org/10.1007/978-3-030-72090-2_8.
Hannich, Frank, et al. “A Customer-Centric Search for Triggers as a Basis for Marketing Automation Service Design.” Smart Services Summit : Digital as an Enabler for Smart Service Business Development, edited by Shaun West et al., Springer, 2021, pp. 85–93, https://doi.org/10.1007/978-3-030-72090-2_8.
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