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The current master thesis makes an effort to investigate relationships between perceived service quality, membership satisfaction, and membership loyalty at “Gesellschaft für technische Kommunikation – tekom Deutschland e.V.”, applying adjusted SERVQUAL model. To attain the formulated objectives in scope of the current research, the “Satisfaction – Profit Chain” model is applied, consisting of “Attribute Performance”, represented by SERVQUAL service quality dimensions supposed to serve as antecedent of the second component of the chain “Membership Satisfaction”, and “Membership Loyalty” in order to investigate relations between these three. The findings of the study are supposed to serve as a basis for altering the existing CRM Strategy in order to eliminate current issues within the association, develop strategic marketing capabilities, and create value for members’ attraction and retention.
The study investigated what is the generalist education in nursing, how Keppler-Stiftung Haus Raphael, Senior Citizens’ Centre will start the implementation of this training and how people can be well informed using social media to convince them for a career path in nursing. The study examined if the use of social media will increase the turnout of people for this education. This thesis also researched, if the use of this promotional medium can help change people’s negative impression about old people’s home, especially for its funny smells and that, senior citizens are not well taken care of there as expected. From the starting theoretical background consisting generalist education in nursing and the trends of social media were discussed in details. Based on the theoretical issued examined, the empirical research is established, collecting data from staff of old people’s homes in five provinces in Baden-Württemberg, Germany. Correlational analysis was used to test the sample on the two hypotheses. The positive correlation between social media campaign and the turnout for the generalist education in nursing was identified. The alternative hypothesis was supported because there was a significant relationship of independent variables to turnout of youths for generalist education in nursing
This thesis deals with the marketing of today and its benefits for companies and universities. The focus is on the recruitment of students at universities through the business platform LinkedIn. The tools offered by LinkedIn will be presented and the purpose for which they are beneficial will be determined. Surveys are used to clarify questions about the use of social networks for different activities. In addition, it will be worked out why students choose a university and how LinkedIn fosters this. These findings are then translated into marketing measures for the HFU Business School in Villingen-Schwenningen.
This thesis examines the culture concerning the Celebrity-Endorsed Advertisements in Luxury Brands. Culture and its value have an impact on the effectiveness of the advertisement. Culture can also impact celebrity endorsement as a celebrity can be seen differently according to the cultural pattern. Luxury is also seen differently according to the cultural values, and brand can have an impact on the value of the luxury. Since the advertisement is a very crucial tool for marketing strategies, commercials should be made according to the values of the culture to increase its effectiveness. Culture is a group phenomenon, and it influences the behavior of an individual which impacts the brand and product. Culture creates a lifestyle and new markets; it also allows market adaptation according to the local taste. Culture helps us to understand the changing attitude of the market towards a product or service. Culture plays a role in the perception of the product and advertisement as people from a different country will perceive and interpret things differently according to their culture and experience.
This thesis addresses various diverse questions related to the culture regarding celebrity-endorsed advertisements in luxury brands. The foremost question which addressed is; the culture impact on the customer's perception of the brand image for celebrity-endorsed advertisements as to luxury brands. This thesis is based on the Qualitative research method, including descriptive case study-based research with observations, following an inductive approach to generate a theory, model, and explanation by analyzing the data to finding patterns. This thesis follows the research task based on theory and applying research models to new situations, explaining phenomena, and analyzing the relationships. The information and data for the research are taken from the online & social media platforms YouTube, Facebook, Instagram, and Twitter are used for TV commercials. The data is analyzed through observation by checking the advertisement like and dislike on the online platform. How often they are comment and what kinds of statements are used for an advertisement. Afterwards, the data is analyzed according to the culture models. The findings of this thesis answer and highlight the challenges along with the research questions. The study helps us to understand what culture is and how to target the market more effectively. It explains the importance of the brand and the value of the luxury associated with it. This thesis helps us to understand the impact of the celebrity in the advertainments and how to use them effectively. It also helps us to understand consumer behavior and the perception of the product value. This thesis highlights the fact that what can be seen offensive in the advertisement by a different culture and its impacts on the brand image.
This bachelor thesis is written in cooperation with the ZF Friedrichshafen AG, a global player in the automotive supplier industry. It deals with the change in live-communication that will occur during the next years and therefore especially with the change in trade fairs and events as this are the two most important live-communication formats. In live-communication there are major trends which will become more important in the future. This thesis will not only look at the trend of the digitalization but also in particular on the trend of sustainability in live-communication. To take a deeper look on the changes a short survey was conducted to see how companies in the trade fair sector implement sustainability and how relevant digital livecommunication formats are or will become. It is important to know which measures need to be considered when talking about sustainability in live-communication and whether digital formats have the potential to replace the traditional ones in the future. Therefore, you need to look on the pros and cons of a digital event in comparison to a classical real one.
Global warming threatens our climate. The planet we know today will deteriorate seriously if nothing changes. The massive consumption of textiles makes the fashion industry as the second leading global polluter after the oil industry. The rise in population increases demand and therefore, also production, which in turn leads to harmful environmental impacts. The global consumers have become increasingly concerned and aware of the importance of sustainability. Due to rising awareness of customers regarding the environment, green marketing strategies have become an important topic. Therefore, a huge number of companies are “greening” their marketing mix. Environmental concern and knowledge of consumers are growing but there is still contradicting behavior of consumers regarding environmentally friendly products. The purpose of this study is to examine the influence of green marketing practices and environmental behavior factors on consumer buying behavior taking the fashion industry as an example. This thesis depends on theoretical findings of green marketing and environmental behavior factors in general and on the fashion industry. The practical part consists of a self-conducted survey were the impact of the above-mentioned determinants were examined on the example of eco-friendly fashion. Conclusions that can be drawn from the study were that even though consumers know about the negative impact of the fashion industry and they are concerned about the environment it does not translate into their behavior, since there are other factors which influence consumers decision more heavily when purchasing fashion items.
Life insurance penetration rate in Malaysia has been stagnant in the past few years although a few InsurTech companies set up in Malaysia recently. Prior researches on InsurTech fail to clarify the gap of the target customers’ and the insurance experts’ opinions on how to enhance the customer experience in online life insurance with the help of Artificial Intelligence (AI). To address this, a model is recommended based on the literature review on similar articles and survey results conducted on both target customers and insurance experts. The recommended model has four main components: official website by InsurTech companies collaborated with traditional life insurers, customer support, customer service and customer engagement.
The impact of human trust on business performance by the example of non-governmental organizations
(2020)
How important, scalable and influenceable is the factor trust for charities? This thesis deals with this question regarding social media appearances of three NGOs. Furthermore, it aims to capture the general state of trust of millennials in non-governmental organizations.
This work is predicated on extensive literature research, an online survey, a group discussion with millennials and an application of the HuTrust Model by mext consulting.
Findings indicate that the level of trust matters in different areas such as social media engagement rate and the willingness to donate money to an NGO
„We are not thinking machines that feel, we are feeling machines that think.” (A.R. Damasio). This quote from famous neuroscientist Antonio R. Damasio illustrates the significant role emotions play in human perception, behavior and decision making. Marketers in Business-to-Consumer and Business-to-Business sectors increasingly realize that establishing an emotional connection with the company’s or brand’s target group is crucial to aid differentiation, competitiveness and awareness. Especially in highly competitive environments it is important to find ways to connect more closely with the target groups. KLS Martin Group, a medical technology company based in Tuttlingen, Germany, strives to strengthen its brand awareness through Audio Branding and Influencer Marketing and thereby adding an emotional value to the brand. Hence, this bachelor thesis investigates how these two concepts can contribute to this ambition. An empirical qualitative study has been conducted with eight cases to examine the concept of Audio Branding and nine cases regarding the topic of Influencer Marketing as tools to emotionalize the brand and to find out how they can support awareness-raising endeavors. This thesis reveals and illustrates frameworks, emphasizing the dimensions of acceptance, identifiability, continuity and adaptability for Audio Branding and the 4-C framework including the elements credibility, content communication, closeness and control. Further, practical approaches regarding the implementation of Audio Branding and Influencer Marketing in the context of emotions at KLS Martin Group are expounded.
Online Controlled Experiment at Euranka Sàrl: Improvement of a/b testing by increasing sensitivity
(2020)
Web-facing companies and online businesses generate more revenue than before, and the internet is growing exponentially. Conversion rate optimization has become a hot topic among online marketers and online businesses. Giant data-driven companies like Google, Microsoft, or Bing are pioneers in this field and use their big data to optimize their websites and services with online controlled experiments, but still, facing pitfalls. For companies with smaller user numbers, running experiments with reliable and conclusive results is even a greater challenge. As it is a critical success factor for online businesses, the thesis deals with ways to improve online experimentation for companies with smaller user numbers by increasing the sensitivity of experiments based on information provided in whitepapers and conference findings of pioneers in the field. These methods and guidelines are applied to a practical case at Euranka Sàrl, an online affiliate marketer based in Lausanne, Switzerland.