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THE TECHNOLOGICAL ADVANCEMENT OF NEW PRODUCTS, PRODUCT NEWNESS AND MARKET INFORMATION

Dariusz Dabrowski

Nowadays, technological progress creates a good opportunity for companies to develop and launch products that incorporate advanced technologies. This process is particularly present in the case of high-tech companies as they are technology oriented (Im, Vorhies, Kim, & Heiman, 2016). Firms utilize advanced technology to improve the functionality of their products and in this way they try to satisfy the customers’ needs to a large extent (Kocak, Carsrud, & Oflazoglu, 2017) and, as a consequence, to enhance the new products and the firm’s performance (Chen, Tang, Jin, Xie, & Li, 2014; Zhou, Yim, & Tse, 2005). This seems to be a straightforward way for companies to create new products. However, several uncertainties emerge when developing technologically advanced products. Nearly thirty years ago Bonnet (1986) pointed out that the uncertainty associated with developing and marketing new technologically advanced products is twofold.
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DECISION TREE MODELLING OF E-CONSUMERS’ PREFERENCES FOR INTERNET MARKETING COMMUNICATION TOOLS DURING BROWSING

Jolanta Sabaitytė, Vida Davidavičienė, Jarmila Straková, Jurgita Raudeliūnienė

The rapid development of information communication technologies (ICT) has expanded the possibilities for marketing communication. In order to increase business competitiveness and carry out effective marketing activities, it has therefore become important to acquire knowledge about e-consumers and to identify significant elements that shape their virtual behaviour and influence their decision to buy. An analysis of scientific literature revealed that there is a gap in knowledge with regards to the e-consumer behaviour of different generations, as customer segments, and their preferences in the purchase phase. The purchase phase is characterised by different internet marketing communication elements, which influence the performance of browsing and searching tasks. The goal of the research presented in this article was to determine the most significant internet marketing communication elements during the purchase phase of the e-consumer journey by performing a browsing task and using the mathematical decision tree approach.
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INFLUENCE OF STORE CHARACTERISTICS ON PRODUCT AVAILABILITY IN RETAIL BUSINESS

Goran Avlijas, Nikola Milicevic, Danilo Golijanin

Retail stock-out refers to a situation where a demanded product is not available to the customer in the expected location or is not in a saleable condition (ECR Europe, 2003). Many studies conducted in the last fifty years have shown that the average stock-out rate (percentage of the unavailable products at the time of the audit or purchase) is generally constant and varies between 7% and 8% (Aastrup & Kotzab, 2010). Although extensively studied for decades (e.g. Corsten & Gruen, 2003; Fernie & Grant, 2008; Zinn & Liu, 2001), the phenomenon of stock-outs remains one of the major problems for retailers and manufacturers (Aastrup & Kotzab, 2010).
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HOW DO THE NATIONAL TOURISM ORGANIZATIONS USE THE SOCIAL MEDIA?

Jan Hruška, Martina Pásková

The National Tourism Organizations (NTOs) are key actors of destination management at national level. The complexity and professionalism of their involvement in tourism management has been growing in recent years, both in the field of the destination marketing and in terms of tourism promotion forms, support for statistics and tourism research. An important impetus and new opportunities for the development of NTO’s activities represent new technologies, especially HDR photo and video, panoramic photos, virtual reality and mobile technologies, including extended reality. These technologies change the NTO marketing (Lange-Faria & Elliot, 2012). New technologies are also part of the social media, the most dynamic element of the current NTO marketing and, more generally, the destination marketing at all geographical levels (Kiráľová & Pavlíčeka, 2015).
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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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