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Ein Kundenmagazin unter der Lupe : eine fundierte Untersuchung zur Imagekommunikation des Kundenmagazins eines Energieversorgers als Teil der Energiebranche

Stern, L.M. (2012) Ein Kundenmagazin unter der Lupe : eine fundierte Untersuchung zur Imagekommunikation des Kundenmagazins eines Energieversorgers als Teil der Energiebranche.

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Abstract:Instruction: The energy sector has been cultivating a negative image for several years. At first it was only the rise in energy prices and a lack of transparency that cast a poor light on the industry. However, the nuclear catastrophe of Fukushima in 2011 sparked a lively debate regarding the appropriate use of nuclear energy. It does not come as a surprise to find that the energy companies are suffering from this poor image. This study focuses on finding out how the client magazine „neo“, published by the Oberhausen energy supply company Energieversorgung Oberhausen (evo), handles this image issue. The main question that is being answered in this study deals with the role evo’s client magazine, as part of the energy sector, plays with regards to evo’s image. Method: Content analysis and the Plus Minus Method including subsequent interviews were chosen as primary methods of inquiry. The magazines as well as the Plus Minus interviews were analyzed with the same coding scheme. Afterwards, exemplarily selected interviews were compared in order to obtain exact results. The different content analyses were also contrasted. It was important that all 28 participants were unknowing of the company evo so that the image „neo“ conveys is objective. Results: The results of this study show that the client magazine communicates a positive image of evo. The areas sustainability regarding renewable energy, environmental protection, support of regional activities and the company’s information policy stuck out as important factors. However, when looking at evo and its client magazine specifically as part of the energy industry, it becomes clear that it is impossible for “neo” to influence the entire industry’s image. Through the interviews it becomes evident that although the interview participants have a positive image of the company, it is caused by details. It thus makes it difficult to influence the industry. Another obstacle to influencing the sector is the lack in communication regarding the industry itself in “neo”. Conclusion: ‚neo‘ is an important means of communication for evo. The magazine communicates a sincere, positive and objective image and is generally regarded as a nicely designed client magazine. An influence of the magazine on the entire industry could however not be ascertained. The results show that evo can only stick out of the crowd through trifles, which are however too “small” to weigh upon the sector itself.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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