Archiv vyhledávání

Who Are Online Grocery Shoppers?

Radka Bauerová, Halina Starzyczná, Šárka Zapletalová

The acceleration of the digitalisation of grocery shopping is an important trend that shows that this way of sourcing groceries is increasingly accepted by customers. Uncovering, understanding, and describing the differences between online grocery shoppers is interesting from a scientific point of view and a practical one. Correctly targeting a specific customer segment increases the very effectiveness of marketing communication by spending the cost of communicating with those correctly… více

EXAMINING TREKKERS’ ENVIRONMENTALLY FRIENDLY BEHAVIOR USING AN EXTENDED MODEL OF GOALDIRECTED BEHAVIOR (MGB) AND A NEW ECOLOGICAL PARADIGM SCALE (NEP)

Tulsi Paudel, Wen Ya Li, Yeong Gug Kim

Tourism has a substantial environmental impact, and nature-based tourism is particularly vulnerable to tourists’ activities. Individuals must be aware of the consequential ecological effects during nature-based tourism activities such as trekking. Trekking is a widespread nature-based tourism activity in fragile mountainous and hilly regions. The trekkers’ activities extensively affect the conservation of vegetation along the trail. Therefore, it is essential to study trekkers’ attitudes,… více

DO SERVICE QUALITY AND SOCIAL MEDIA MARKETING IMPROVE CUSTOMER RETENTION IN HOTELS? TESTING THE MEDIATION EFFECT

Romina Cheraghalizadeh, Jaroslava Dědková

Customer retention is a critical factor in companies’ survival, and both service quality and social media are important means of retaining customers. However, despite this importance of these antecedents, only a few studies considered the effects of these factors in the hotel industry literature. With the application of social exchange theory, the current research aims to evaluate the effect of service quality and social media marketing on customer retention in hotels, and evaluates how… více

ESSENTIAL FACTORS FOR BUILDING CUSTOMER RELATIONSHIPS ON FACEBOOK: EVIDENCE FROM THE CZECH REPUBLIC

Ottó Bartók, Jana Matošková

E-commerce has become an integral part of the modern age. The behaviour of e-commerce customers has some specifics, which is useful for firms to understand. As customers’ trust and willingness to accept risk influence the decision to buy a product in e-commerce, it is evident that some unique factors must be in e-commerce which is needed to pay attention to be a successful seller. One of the trends affecting how to manage relations with customers is the use of firm profiles on social networks.… více

INSIGHTS INTO PLATFORM TOURISM SERVICES: FUTURE DEMAND PERSPECTIVES IN SLOVAKIA

Kristína Pompurová, Radka Marčeková

A model based on digital sharing has brought a new wind to the business world. Its growth was abruptly disrupted by the COVID-19 pandemic. As anti-epidemiological measures have most significantly affected the tourism sector, this paper attempts to outline the development perspective of platform tourism services. The aim of the paper is to examine the plans of the Slovak population related to the use of platform tourism services after the end of the COVID-19 pandemic. Based on the results of… více

INNOVATIVE ACTIVITY OF RESTAURANTS OPERATING IN THE LARGEST POLISH CITIES

Andrzej Rapacz, Piotr Gryszel, Marek Walesiak, Andrzej Dudek

The skills of acquiring and processing information as well as creating innovations remain the key factor responsible for the market success of enterprises, one of the most important factors in gaining a competitive advantage on the market. It is also true for the tourism market of which catering services make an essential part. Hotel industry has been the subject of intensive research in this area for over 2 decades. Much less scientific attention has been paid to innovation in the restaurant… více

ADVERTISING STRATEGY ACCORDING TO THE CONCEPT OF THE FCB MODEL IN THE CONDITIONS OF THE VARIOUS GENERATIONS

Kateřina Matušínská, Michal Stoklasa

The aims of the paper are: 1) to verify the validity of the traditional theoretical definition of the Foote, Cone & Belding (FCB) model based on the use of representative products concerning the age (generation) and gender of the selected target group in the conditions of the Czech Republic, and 2) to verify the validity of defined advertising strategies in the traditional theoretical conception of the Foote, Cone & Belding (FCB) model with the current level of acceptance and perception of… více

FINTECH SERVICES AND FACTORS DETERMINING THE EXPECTED BENEFITS OF USERS: EVIDENCE IN ROMANIA FOR MILLENNIALS AND GENERATION Z

Octavian Dospinescu, Nicoleta Dospinescu, Daniela-Tatiana Agheorghiesei

The purpose of this research is to define the level of significance for various indicators that influence the degree of consumer satisfaction regarding the use of FinTech technologies and services. The most important factors that influence the level of satisfaction when using FinTech services were considered: comfort and ease of use, legal regulations, ease of account opening, mobile payments features, crowdfunding options, international money transfers features, reduced costs associated with… více

THE USEFULNESS OF MARKETING STRATEGIES IN A REGULATED MARKET: EVIDENCE FROM THE SPANISH TOBACCO MARKET

Alejandro Almeida, Aida Galiano, Antonio A. Golpe, Juan Manuel Martín Álvarez

This paper outlines possible useful marketing strategies for companies to develop in a regulated market. The empirical analysis aims to highlight whether companies can use marketing strategies to create competitive advantages and scale positions in sales leadership once regulation policies are introduced. To this end, we apply two econometric approaches to sales variables for 138 best-selling cigarette brands: the Bass Model (1969) to estimate the parameters that determine the way clients adopt… více

PERCEPTIONS OF PERSONALIZATION IN COMPANY-CONSUMER INTERACTIONS ON SOCIAL NETWORK: EXPERIMENT CONDUCTED IN THE CZECH REPUBLIC

Ludvík Eger, Lenka Komárková, Veronika Zákružná

Social media has revolutionized the way in which organizations communicate with their customers and stakeholders. Therefore, understanding the characteristics that influence the interactivity and the relationship between an organization and its page visitors is essential for the capability of an organization ability to respond to the current and potential customers on social networking sites in an appropriate manner. The research investigates how companies using brand communities on Facebook… více