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WEBSITE USABILITY AND USER EXPERIENCE DURING SHOPPING ONLINE FROM ABROAD

Jozef Bucko, Lukáš Kakalejčík

Website usability and user experience are key measures of website quality (Sivaji & Tzuaan, 2012) and a key component of the websites that are commercially successful (Lowry et al., 2006). For today’s users, there are so many options in the environment of the Internet that each misstep in meeting user’s expectations might result in loss of the potential customer (Kakalejčík, 2016). Krug (2014) consider the usable website to be a place where a person of average (or even below average) ability and experience can figure out how to use the website in order to accomplish something without it being more difficult than is the value obtained by using it. The usable website has several attributes. It is useful, learnable, memorable, effective, efficient, desirable and delightful. Moreover, Aziz, Kamaludin, and Sulaiman (2013) add satisfaction and accessibility as additional features. Casaló, Flavián, and Guinalíu (2008) claim that perceived usability is an indirect factor that affects customer loyalty and positive word-of-mouth through satisfaction.
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ECONOMETRIC ASSESSMENT OF CUSTOMERS’ PERSONALITY BIASES AND COMMUNICATION PREFERENCES CORRELATION

Katarina Kostelić, Danijela Križman Pavlović

In everyday life, people tend to make various choices, which directly or indirectly bare consequences to a person’s economic welfare. One of those choices is the communication preference. Given that the communication is one of the essential pillars of the marketing science, the importance of the analysis of the communication and related topics is imperative. Given the digitalization of the modern world we encounter a situation of data overload while real, “face-to-face”, communication diminishes. At this point, it is necessary to gain as much as possible information from the data, especially if the communication is digital. That is one of the reasons for the necessity of quantification of the influencing factors on communication. Therefore, it is relevant to pursue the quantification of the traits and biases which influence people’s rationality and consequentially their choices.
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QUALITY EVALUATION OF INTERNET WEBSITES WHICH REPRESENTS THE LITHUANIAN BASKETBALL THROUGH CONSUMERS APPROACH

Antanas Ūsas, Edmundas Jasinskas, Dalia Štreimikienė, Biruta Švagždienė, Artūras Simanavičius

Information communication technologies (ICT) over the last five years have become one of the main parts of the society. Smartphones, personal computers have become an integral part of everyday life. E-commerce is a very relevant subject and the topic is discussed around the world. In 2013, 41% of all internet users had purchased online and sales in 2015, reach $1,471 billion (statista.com, 2016).
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GENERATION X VERSUS MILLENNIALS COMMUNICATION BEHAVIOUR ON SOCIAL MEDIA WHEN PURCHASING FOOD VERSUS TOURIST SERVICES

Dan-Cristian Dabija, Brîndușa Mariana Bejan, Nicoleta Tipi

The success of 21st century retailers depends increasingly on their online presence and the development of interesting and attractive communication and presentation of offers to internauts who spend a lot of time on social media interacting with people, catching up on the latest news, commenting on various events and situations and sharing other people’s posts (Young, 2015; Dabija et al., 2018).
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EXPLORING CUSTOMER LOYALTY TO FASHION BRANDS ON FACEBOOK FAN PAGES

Jitka Novotová

In the past, companies attempted to address customers using marketing communication tools such as television ads and public relations. A major disadvantage of these tools is the passive way in which customers receive information on products and brands (Hennig- Thurau et al., 2010; Libai et al., 2010). In recent years there has been steady growth in the share of two-way communication, which has resulted in a revolutionary change in the role of the customer from passive to active. This change was brought about in particular by the internet boom and the emergence of social media (Ungerman, 2016).
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THE EFFECTS OF PERCEIVED SATISFACTION WITH SERVICE RECOVERY EFFORTS: A STUDY IN A HOTEL SETTING

Estrella Díaz, Mar Gómez, David Martín-Consuegra, Arturo Molina

Innovation and the adoption of new business practices related to customer satisfaction are essential to improve social performance and sustainability, specifically in the tourism sector. While some tourism companies have developed new work strategies, it is difficult to consider issues such as quality certification, environmental policies, human resource training, or customer service norms, among other aspects. For example, in the case of hotels and restaurants, improved sustainability policies have been promoted through regulations and special actions (such as the ITQ 2000 ® RS norm), which generate more effective approaches to planning, innovation and customers and stakeholder relations (Buckley, 2012).
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ESTIMATING CONSUMERS’ BEHAVIOUR IN MOTOR INSURANCE USING DISCRETE CHOICE MODELS

Cristian Mihai Dragos, Simona Laura Dragos

As an effective tool for mitigating financial risk, insurance has nowadays become a key sector of a functioning modern society. Motor insurance constitutes the largest line of business of the non-life insurance sector in Europe, considering its fleet of around 334 million vehicles registered in 2013 (Insurance Europe, 2015). The total motor insurance premiums in Europe amounted to €123.5 billion in 2013, with a 28% share of the total Gross Written Premiums.
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THE MODERATING INFLUENCE OF CONSUMER DEMOGRAPHICS ON THE RELATIONSHIP BETWEEN PERCEIVED CSR AND BRAND LOYALTY IN THE ROMANIAN RETAIL BANKING SECTOR

Ovidiu-Ioan Moisescu, Oana-Adriana Gică

The relationship between brand loyalty and the extent to which companies are perceived by their customers as being socially responsible represents a relevant research topic, especially in the service industry, and particularly in the banking sector. Currently, even though the banking sector can be generally considered an oligopoly in most countries, competition among banks is intense, due to the decreasing level of their customers’ inertia, as well as to the ease and velocity of switching banking services providers.
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THE MARKETING-ENTREPRENEURSHIP PARADOX: A FREQUENCY-DOMAIN ANALYSIS

Slavka T. Nikolić, Nikola Gradojević, Vladimir Đaković, Valentina Mladenović, Jelena Stanković

The notion of entrepreneurship is not new, but entrepreneurship is continuously searching for new ideas while increasing their applications (Morris & Trotter, 1990; Morris, Lewis, & Sexton, 1994). Marketing and entrepreneurship are broadening their field of synergic activity, but some gaps in this interaction still remain (Bhuian, Menguc, & Bell, 2005). Numerous studies have indicated the link between marketing and entrepreneurship (Murray, 1981; Morris & Paul, 1987; Herron, Sapienza, & Smith-Cook, 1992; Hills & LaForge, 1992; Becherer & Maurer, 1998; Morris, Schindehutte & LaForge, 2002; Kraus, Harms, & Fink, 2010; Gilmore, 2011, Hills & Hultman, 2011; Hultman & Hills 2011; Kurgun, Bagiran, Ozeren, & Maral, 2011; Morrish, 2011; Busenitz, Plummer, Klotz, Shahzad, & Rhoads, 2014), but a number of research question have remained underexplored.
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EFFECT OF INTEGRATION OF GREEN CONSTRUCTS AND TRADITIONAL CONSTRUCTS OF BRAND ON GREEN PURCHASE INTENTION OF CUSTOMERS

Ahmad Esmaeili, Akbar Sepahvand, Reza Rostamzadeh, Izolda Joksiene, Jurgita Antucheviciene

Most recently, a number of customers have shown concern over the considerable damage caused to the environment. Natural resources are gradually being replete, and climate change threats are the most important of these concerns (Euro barometer, 2011; European Commission, 2010; Lapinskienė et al., 2015; Barrier, 2016). Formerly, organizations avoided investing in support of the environment, which became a setback for their own future progress (Chen, 2010). Presently, as a result of increased attention to the environment, they tend to take greater responsibility for the environment than before (Chang & Chieng, 2006). Even the studies highlight the role of future generations as being vital toward eco-awareness (Simionescu, 2013; Csigéné Nagypál et al., 2015).
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