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Titre : |
The use of Blockchain technology by companies in order to increase the willingness to purchase of customers. |
Type de document : |
Mémoire |
Auteurs : |
Sarah FARJAOUI, Auteur |
Année de publication : |
2020 |
Importance : |
70 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management CLIENT ; MARKETING EXPERIENTIEL ; WEBMARKETING ; TECHNOLOGIE FINANCIERE ; ENTREPRISE
|
Résumé : |
We are living in a world where everything is driving by data and technology, in the same context Blockchain is essentially a distributed database of records that has transformed the experience of many companies and customers. Recent literatures showed the potential and benefits of Blockchain in different sectors, but there are no previous studies talking specifically about how companies can take advantage of this technology to increase customer’s willingness to purchase.
This paper claims to show how Blockchain can be used by companies to increase the willingness to purchase of customer. For that, it was necessary to conduct a qualitative study through in-depth individual interviews of 12 participants aged between 20-27 who aim to be digitally connected and use technology on daily bases. As a result, participants valued specific elements such as trust, transparency, diversified and personalized offers, loyalty programs... Thus, most of restrictions about replacing traditional methods by BCT were mainly about the lack of information, trust and most importantly fear of change. Lastly, most of participants showed acceptance and believed that this technology can make them purchase more if the company use this technology in a way that will make their purchase experience efficient. |
Programme : |
PGE-Rouen |
Spécialisation : |
Digital Marketing |
Permalink : |
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