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Lyckad eller misslyckad individanpassad marknadsföring?

Fankl, William LU ; Szegedi Jess, Pelle LU and Tomas, Victor LU (2022) FEKH29 20222
Department of Business Administration
Abstract
Title: Successful or unsuccessful personalized marketing? - A study on the attitude of young adult consumers towards personalized marketing and its impact on the customer experience
Seminar date: January 11th 2023
Course: FEKH29, Business Administration: Bachelor's Degree Project in Marketing, Undergraduate level, 15 credits
Authors: William Fankl, Pelle Szegedi Jess, Victor Tomas
Supervisor: Veronika Tarnovskaya
Five Keywords: Personalized marketing, Customer experience, Experiential marketing, Frequency, Relevance
Research Question: What are young adult consumers' attitude towards personalized marketing and how does it affect the customer experience?
Purpose: The purpose of this study is to increase understanding of the attitudes... (More)
Title: Successful or unsuccessful personalized marketing? - A study on the attitude of young adult consumers towards personalized marketing and its impact on the customer experience
Seminar date: January 11th 2023
Course: FEKH29, Business Administration: Bachelor's Degree Project in Marketing, Undergraduate level, 15 credits
Authors: William Fankl, Pelle Szegedi Jess, Victor Tomas
Supervisor: Veronika Tarnovskaya
Five Keywords: Personalized marketing, Customer experience, Experiential marketing, Frequency, Relevance
Research Question: What are young adult consumers' attitude towards personalized marketing and how does it affect the customer experience?
Purpose: The purpose of this study is to increase understanding of the attitudes that personalized marketing generates among young adult consumers and its impact on customer experience
Methodology: This study uses a qualitative method with a semi-structured interview process. The study has a constructionist ontological standpoint and an abductive research approach.
Theoretical Perspective: The theoretical perspective first presents existing research on customer experience. This is followed by various aspects of relationship-based and experience-based marketing. Finally, previous research on personalized marketing is presented.
Empirical Foundation and Analysis: The section presents the empirical findings regarding young adult consumers' attitudes towards personalized marketing and what they consider important for a customer experience. The empirical data is analyzed with the support of previous research.
Conclusion: The interviewed consumers' main attitudes towards personalized marketing include indifference, assertiveness and redundancy, i.e. that personalized marketing is too irrelevant and too frequent. This is not in accordance with consumers' search for satisfying experiences as one of the foundations for the development of good customer experiences. (Less)
Abstract (Swedish)
Examensarbetets titel: Lyckad eller misslyckad individanpassad marknadsföring? - En studie om unga vuxna konsumenters attityd till den individanpassade marknadsföringen och dess påverkan på kundupplevelsen
Seminariedatum: 11 januari 2023
Kurs: FEKH29, Examensarbete i marknadsföring på kandidatnivå, 15 hp
Författare: William Fankl, Pelle Szegedi Jess, Victor Tomas
Handledare: Veronika Tarnovskaya
Fem nyckelord: Individanpassad marknadsföring (IAM), kundupplevelse, upplevelsebaserad marknadsföring, frekvens, relevans
Forskningsfråga: Vad är unga vuxna konsumenters attityder till digital individanpassad marknadsföring och hur påverkar den kundupplevelsen?
Syfte: Syftet med denna studien är att öka förståelsen kring vilka attityder... (More)
Examensarbetets titel: Lyckad eller misslyckad individanpassad marknadsföring? - En studie om unga vuxna konsumenters attityd till den individanpassade marknadsföringen och dess påverkan på kundupplevelsen
Seminariedatum: 11 januari 2023
Kurs: FEKH29, Examensarbete i marknadsföring på kandidatnivå, 15 hp
Författare: William Fankl, Pelle Szegedi Jess, Victor Tomas
Handledare: Veronika Tarnovskaya
Fem nyckelord: Individanpassad marknadsföring (IAM), kundupplevelse, upplevelsebaserad marknadsföring, frekvens, relevans
Forskningsfråga: Vad är unga vuxna konsumenters attityder till digital individanpassad marknadsföring och hur påverkar den kundupplevelsen?
Syfte: Syftet med denna studien är att öka förståelsen kring vilka attityder individanpassad marknadsföring genererar hos unga vuxna konsumenter, samt dess påverkan på kundupplevelsen.
Metod: Studien använder en kvalitativ metod med en semistrukturerad intervjuproccess. Studien har en konstruktionistisk ontologisk ståndpunkt och abduktiv forskningsansats.
Teoretiska perspektiv: Litteraturgenomgången presenterar först befintlig forskning gällande kundupplevelse. Följt av olika aspekter inom relationsmässig och upplevelsebaserad marknadsföring. Slutligen presenteras tidigare forskning om individanpassad marknadsföring. Empiri & Analys: Avsnittet presenterar de empiriska fynd gällande unga vuxna konsumenters attityder gentemot individanpassade marknadsföring och vad de anser är betydelsefullt för en kundupplevelse. Empirin analyseras med understöd av tidigare forskning.
Slutsats: De intervjuade konsumenternas huvudsakliga attityder gentemot IAM innefattar likgiltighet, påstridighet och överflödighet, alltså att IAM är för irrelevant och för frekvent förekommande. Detta går inte i enlighet med konsumenternas jakt på tillfredsställande upplevelser som en av fundamenten för skapandet av goda kundupplevelser. (Less)
Please use this url to cite or link to this publication:
author
Fankl, William LU ; Szegedi Jess, Pelle LU and Tomas, Victor LU
supervisor
organization
alternative title
En studie om unga vuxna konsumenters attityd till den individanpassade marknadsföringen och dess påverkan på kundupplevelsen
course
FEKH29 20222
year
type
M2 - Bachelor Degree
subject
keywords
Individanpassad marknadsföring (IAM), kundupplevelse, upplevelsebaserad marknadsföring, frekvens, relevans
language
Swedish
id
9110385
date added to LUP
2023-02-15 09:32:09
date last changed
2023-02-15 09:32:09
@misc{9110385,
  abstract     = {{Title: Successful or unsuccessful personalized marketing? - A study on the attitude of young adult consumers towards personalized marketing and its impact on the customer experience 
Seminar date: January 11th 2023
Course: FEKH29, Business Administration: Bachelor's Degree Project in Marketing, Undergraduate level, 15 credits
Authors: William Fankl, Pelle Szegedi Jess, Victor Tomas
Supervisor: Veronika Tarnovskaya
Five Keywords: Personalized marketing, Customer experience, Experiential marketing, Frequency, Relevance
Research Question: What are young adult consumers' attitude towards personalized marketing and how does it affect the customer experience?
Purpose: The purpose of this study is to increase understanding of the attitudes that personalized marketing generates among young adult consumers and its impact on customer experience 
Methodology: This study uses a qualitative method with a semi-structured interview process. The study has a constructionist ontological standpoint and an abductive research approach. 
Theoretical Perspective: The theoretical perspective first presents existing research on customer experience. This is followed by various aspects of relationship-based and experience-based marketing. Finally, previous research on personalized marketing is presented.
Empirical Foundation and Analysis: The section presents the empirical findings regarding young adult consumers' attitudes towards personalized marketing and what they consider important for a customer experience. The empirical data is analyzed with the support of previous research.
Conclusion: The interviewed consumers' main attitudes towards personalized marketing include indifference, assertiveness and redundancy, i.e. that personalized marketing is too irrelevant and too frequent. This is not in accordance with consumers' search for satisfying experiences as one of the foundations for the development of good customer experiences.}},
  author       = {{Fankl, William and Szegedi Jess, Pelle and Tomas, Victor}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Lyckad eller misslyckad individanpassad marknadsföring?}},
  year         = {{2022}},
}