Herhausen 2019

Question 1

objectives Herhausen 3 x

Answer 1

Identify customer segments based on the touchpoints used in
the customer journey
• Understand how the increasing importance of mobile devices
affects these customer segments
• Understand the relationships between product satisfaction,
- journey satisfaction, customer inspiration, and customer loyalty vary across the different segments.-

Question 2

Framework journey charasteristics 3x

Answer 2

search phase, purchase phase, mobile devise usage

Question 3

antecedents of customer loyalty acrosssegmetns 3

Answer 3

product satisfaction, journey satisfaction, customer inspiration

Question 4

5 segments herhausen

Answer 4

store focus, multple touchpoint, online to offline, pragmatic online, extensive online

Question 5

No “showrooming” segment:

Answer 5

the threat of showrooming may be overrated

Question 6

Mobile devices do not lead to

Answer 6

a creation of a “mobile-only” segment. They are used as an additional search channel that complements other touchpoints rather than replacing them.

Question 7

most important touchpoint for purhase decision

Answer 7

The retailer’s own touchpoints Importance of physical stores

Question 8

how to increase loyalty acros different segment

Answer 8

Different levers should be used