Einflussfaktoren von Verkaufsprozessen im Spannungsfeld zwischen persönlichem und digitalem Verkauf. Mit den Eingrenzungen auf die Kundensicht und auf langlebige Produkte im deutschsprachigen Raum

This thesis deals with the influencing factors of sales processes in the area of conflict between personal and digital sales from the customer's perspective. The special focus is on the marketing of durable products in German-speaking countries. To this end, qualitative expert interviews were conducted on the basis of guided interviews. The experts were asked around 15 main questions plus follow-up questions and sub-questions in order to find out the underlying reasons for their channel decisions. Digitalization has now permeated all areas of our lives and many processes are or could be handled quickly, easily and conveniently digitally. In many cases, however, customers still prefer the personal approach and the majority of purchases are still made in analog form. The aim and motivation of this study was to determine the underlying influencing factors as to when customers are more likely to use the digital channel, when they are more likely to use the personal channel and when a hybrid channel, i.e. a combination of both, is advisable. Since everything is now (also) offered digitally, but personal or at least partially personal purchasing contact is (still) preferred to a large extent, the underlying purchasing motives and influencing factors are of interest. In the course of this work, ten main influencing factors with more than 30 sub-influencing factors were defined, which customers include in the consideration of the purchasing process. This research project concludes with recommendations for action for companies. Based on an action model with the influencing factors, the company can choose its optimal form of marketing based on the products it offers. The influencing factors on which theory and empirical evidence agree are product complexity, time criticality, price-performance ratio, and the need for aftercare/service. If one of these influencing factors is rated highly from the customer's perspective, the customer will opt for an analog or at least partially analog customer journey. From the provider's perspective, it is therefore advisable to offer at least the analog channel as well. This work represents a snapshot in time. The coronavirus situation is now over and the trend back to analog shopping has come to an end, but digital options are becoming increasingly widespread. It is therefore questionable and interesting to what extent people will become even more accustomed to digital (shopping) options and perhaps eventually use them completely independently.

Name dc:type.qualificationname

DBA

Level dc:type.qualificationlevel

DBA thesis

Grantor dc:publisher.institution

Middlesex University / KMU Akademie & Management AG

Year dc:date.issued

2025

Author dc:creator

• Woracek, F.

Identifier

oai:repository.mdx.ac.uk:367wyq

OAI identifier oai:identifier

oai:repository.mdx.ac.uk:367wyq