Aktuální články z marketingu a obchodu


AN INTEGRATED MODEL OF CUSTOMER LOYALTY IN THE MACEDONIAN MOBILE SERVICE MARKET

Nikolina Palamidovska-Sterjadovska, Anita Ciunova-Shuleska

In today’s competitive environment, creating and maintaining customer satisfaction and consequently customer loyalty is of vital importance to the companies. At the same time, it is a challenging task because little is known about how customers differ in their relational preferences (Palmatier et al., 2006) and because there are a lot of variables that influence customer loyalty. Although customers tend to be more demanding and less loyal (Reichheld, 1996), service marketers are convinced that building enduring relationships with the customers is incredibly important because loyal customers are less costly to serve, buy more, pay premium prices and spread positive word-of-mouth (Zeithaml, 2000; O’Brian & Jones, 1995).
více

THE FACTORS INFLUENCING THE DECISION ON THE LOCATION OF HOTELS DEPENDING ON THEIR SIZE IN POLAND

Daniel Puciato, Agnieszka Gawlik, Bolesław Goranczewski, Piotr Oleśniewicz, Barbara Woś, Soňa Jandová, Julita Markiewicz-Patkowska, Mariusz Sołtys

In general, hotel location involves selecting a specific country, region and settlement unit (commune or town), where a hotel enterprise could be located (Damborský & Wokoun, 2010; Godlewska, 2001). The location of tourist enterprises, such as hotels, is fundamental to the size of the tourist demand and thus affects the economic efficiency and profitability of the hotel (Lado-Sestayo, Otero-González, & VivelBúa, 2014; Parte-Esteban & Alberca-Oliver, 2015; Puciato, 2016; Puciato & Dziedzic, 2016; Půlpánová & Simová, 2012; Simová, 2011; Simová & Zemanová, 2011; Sohrabi, Vanani, Tahmasebipur, & Fazli, 2012).
více

A RESTAURANT QUALITY MODEL BASED ON MARKETING FACTORS

Marko Kukanja, Doris Gomezelj Omerzel, Boris Bukovec

In the highly competitive restaurant industry, satisfying guests should be the critical objective of all businesses that wish to prosper and encourage repeat purchases. However, ensuring proper quality in restaurants is limited by a number of industry-specific factors, including volatile demand, small businesses, intense competition, the wide range of food and beverage products offered, the inseparability of production and consumption, intangibility of services, labour-intensive production, the importance of employees’ attitude towards guests and many other factors that significantly affect the level of overall service quality.
více

PRICING OF THE TOURISM PRODUCT: A TOOL FOR ENTREPRENEURS TO ADAPT TO A FLEXIBLE MARKET

Anuţa Buiga, Roxana Stegerean, Alexandru Chiş, Dorina Lazăr

During the last decades, the tourism industry from Central and Eastern European countries has gained an increasing importance. Because of the diversity of businesses and activities inside this sector, the tourism can be considered an effective engine for emerging sectors and for economy. Furthermore, due to its diverse, beautiful nature and valuable historical and cultural inheritance we consider that the tourism sector has growth potential, high efficiency and thus, opportunities for significant contributions both to national GDP and added value.
více

LOYALTY PROGRAMS AND PERSONAL DATA SHARING PREFERENCES IN THE CZECH REPUBLIC

Radek Tahal, Tomáš Formánek, Hana Mohelská

Loyal customers are a key factor for successful retail activities. Customer loyalty can be defined as a higher probability of making new and repeated purchases, spontaneously recommending a particular retailer and spreading the positive word-of-mouth. “Loyal customers are less likely to switch to a competitor due to price inducement, and these customers make more purchases compared to less loyal customers” (Dhal, 2015; Mohelska & Sokolova, 2016) For the retailers, customer loyalty is a key factor in reaching long-term commercial success and profitability.
více
|< < 1 2 >|

?
NAPOVEDA
povinné
Jazyk