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Gewählte Master / Diploma Thesis:

Philipp Magdits (2012): Der Einsatz von Web 2.0 Anwendungen im Kundenbeziehungsmanagement österreichischer Unternehmen des Lebensmittelsektors.
Master / Diploma Thesis - Institut für Marketing und Innovation (MI), BOKU-Universität für Bodenkultur, pp 227. UB BOKU obvsg

Data Source: ZID Abstracts
The Web 2.0 provides a new social area for companies of the Austrian food sector to interact with their costumers and offers them new possibilities in the customer relationship management. At first the present research study focused on the theoretical background of the Web 2.0 and the customer relationship management. Further the study collected the activity an involvement of companies of the food industry, the food commerce and the food retailing on the social platforms Facebook and Twitter. In a next step the released postings of 24 companies and four private labels were analysed. For the valuation of the chances, risks and the prospective potential of the customer relationship management with the assistance of the Web 2.0 applications, four specialists of Austrian food companies were interviewed. The investigation of the Web 2.0-presence of the Austrian food companies indicates a low level of acting, but also some innovative examples of companies and the pioneering task of the food retailing. The main used application is the Social Network Facebook. The postings of the companies are very different, and diversify in quality and frequency. The main aim of the companies is to achieve the ingenuous and critical target group of young consumers. The basics of a successful customer relationship management with Web 2.0 applications are frankness, willingness to engage in dialogue, truthfulness and a short reaction time. So the potential can be full taped and the risks can be minimized. The results of the present research study imply that the Web 2.0 applications are new alternatives for implementing an effective customer relationship management, however Individual approaches are necessary.

Beurteilende(r): Haas Rainer

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