Einsatz digitaler Kundenportale zur Optimierung der B2B Customer Journey

Abstract

The use of digital technologies and the resulting connectivity fundamentally changes customer behavior and redefines expectations along the B2B customer journey. At the same time, digital platforms are gaining strategic importance as they offer the potential to increase the efficiency of business processes and reshape the interaction between companies and their customers. In light of these developments, this thesis examines how digital customer portals can be used to optimize the customer experience along the B2B customer journey. The focus lies on three key questions: (1) How do digital technologies influence customer behavior along the customer journey? (2) How are digital customer portals defined, and what is their significance for interaction between companies and B2B customers? (3) How can digital customer portals be specifically used to improve the customer experience along the B2B customer journey? The thesis is based on a theory-oriented literature review and draws on established concepts and models to address these questions. In this context, the Five-A Model by Kotler et al. (2017), the Technology Acceptance Model by Davis (1989), the Ability–Willingness Model by Wang (2017), and the Kano-Model by Kano et al. (1984) are analyzed in detail and combined within the framework of the thesis. The analysis shows that customer behavior has changed significantly due to digitalization, with decisions increasingly being made in a social context and strongly influenced by reviews, recommendations, and digital networks. Digital customer portals play a key role in this context. They not only provide information but also function as interactive platforms for service, communication, and personalization. The acceptance and use of digital customer portals largely depend on the perceived usefulness of the available functions, their user-friendliness, and the users’ ability to apply them. The thesis concludes that digital customer portals can make a significant contribution to improving the B2B customer journey. This requires that they are aligned with the phases of the journey, designed with a user-centric approach, and supported by appropriate features, personalization, and measures that actively promote acceptance and generate added value.

Date of Award	2025
Original language	German (Austria)
Supervisor	Manuel Brunner (Supervisor)