Customer Journey of Samsung electronic luxury goods in the omnichannel marketing world.

Markó Levente (2024) Customer Journey of Samsung electronic luxury goods in the omnichannel marketing world. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

The thesis highlights that both offline and online channels plays a significant part in the customer journey of Samsung luxury products in Hungary. Most consumers start their journey online, as it is the most practical option out of the two to gather information through official websites of the most popular retailers and on Samsung’s as well, carefully reading the customer reviews of the products, videos made by other consumers of the goods. However, the offline channels still provides a human touch that is needed in the todays society of Hungary and they still provide a say in the final decision making of the costumers, especially for expensive items, as in-person experiences still provide value in todays sales talk. Sales promoters and physical demonstration still found place in the subject to enhance customer satisfaction and confidence in the same time to provide help of the extremely hard decision making. From the opinion of the researcher, this study shows the need of a balanced omnichannel approach for premium brands. Samsung’s strategy and decision making are truly effective, but as everything else it is still has room for improvement, particularly to foster trust in the online tools, and focus on engaging the customers to their own benefit as to write customer reviews. The presence and the hard work of promoters adds a necessary human touch to the customer journey that the digital space is yet to achieve. The human element that Samsung provides in Hungary and across the countries is essential, even people who achieved a lot in their life is asking for help. We can see that the Hungarian costumer segment is not yet fully comfortable with purchasing expensive items online , despite the convenience of the digital channels, and how easy it is to find the product that you want on the cheapest price that is available. This insight shows the continued importance of human contact in the journey. While big companies spend unimaginable budget on their online ads, while it is a necessary in the todays marketing world, they may lack credibility, for this reason Samsung should prioritize motivating the consumers to write reviews as a pillar to the online ads.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	branding, business marketing, cross channel marketing, Customer Journey, omnichannel
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Már. 25. 11:22
Utolsó módosítás:	2025. Már. 25. 11:22

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