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

Romina Cheraghalizadeh, Jaroslava Dědková

The hotel industry has turned out to be one of the most competitive industries in the world. The competition among hotels forced them to increase the quality of services and improve the relationship with customers. Today business development is fast (Wijaya et al., 2021), and hotels require to deal with ongoing monitoring across a variety of service areas in order to improve the services at the best levels. The service quality is known as a fundamental determinant in differentiating service providers (Mey et al., 2006). It is an important element in customers’ initial decision-making, and their return intention. However, in today’s business world, hotels may face major challenges, such as frequent changes in customers’ preferences, and demands that are more complex. Therefore, there is room for this question of whether the perceived service quality is a sufficient stimulant to retain a relationship in a long term?
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ESSENTIAL FACTORS FOR BUILDING CUSTOMER RELATIONSHIPS ON FACEBOOK: EVIDENCE FROM THE CZECH REPUBLIC

Ottó Bartók, Jana Matošková

E-commerce is one of the modern trends that is emerging in connection with the development of information technology. Turban et al. (2015) state that e-commerce is a form of business that uses an online environment, and the Internet is just a factor that connects the seller and the buyer. The fast growth of e-commerce in the last few years in most European countries (Eurostat, 2020) brings pressure on companies and the necessity for rapid responses to increasing customer requirements. The reason is simple. Many companies face challenges, such as high competition in some segments of e-commerce, gradual market saturation due to economic growth and development. The shopping behaviour of customers in the e-commerce environment is different from customer behaviour in the traditional setting due to remote access. For e-commerce customers, personalization of services and interactivity are vital (Bucko, 2018).
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INSIGHTS INTO PLATFORM TOURISM SERVICES: FUTURE DEMAND PERSPECTIVES IN SLOVAKIA

Kristína Pompurová, Radka Marčeková

The development and innovations of technology has paved the way for the expanding growth of an innovative form of commerce based on a principle of shared access of assets or resources rather than private ownership (Basukie et al., 2020). Although to date, there has been no agreement on the naming or definition of this socio-economic phenomenon (Martínez-González et al., 2021), it has quickly changed consumers’ preferences and inclinations. People around the world embark on digital interaction and temporarily Exchange their under-utilized possessions, resources, time and skills, facilitated through internet platforms (Leoni & Parker, 2019). According to the European Commission (2018), the size of this new economy relative to the total EU economy was estimated to be 26.5 billion EUR in 2016, offering about 394,000 jobs across the EU.
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INNOVATIVE ACTIVITY OF RESTAURANTS OPERATING IN THE LARGEST POLISH CITIES

Andrzej Rapacz, Piotr Gryszel, Marek Walesiak, Andrzej Dudek

The interaction of two phenomena is observed in well-developed countries, i.e. the growing importance of the service sector (transition to the service economy or the post-industrial society) and the increasing importance of knowledge, manifested in the creation of innovations (knowledge-based economy). We live in an era when the skills of acquiring and processing information as well as creating innovations remain the key factor responsible for the market success of businesses. As indicated by Škare and Tomić (2014), the market position of enterprises, their further development and prosperity largely depend on their opening towards innovations (Burns & Stalker, 1961; Weerawardena & Mavondo, 2011; Baily et al., 2006; Sandvik et al., 2014). The very idea of innovation was actually born in industry, however, the transition of the economic system to the one where services play a dominant or at least an equal role, resulted in the phenomenon of innovation spreading in the service sector as well (Schumpeter, 1934; Swann, 2009; Hjalager, 2010).
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ADVERTISING STRATEGY ACCORDING TO THE CONCEPT OF THE FCB MODEL IN THE CONDITIONS OF THE VARIOUS GENERATIONS

Kateřina Matušínská, Michal Stoklasa

Integrated marketing communication is an arrangement by which organizations organize their online and offline marketing communication tools to provide a clear, consistent, trusted, and competitive message about an organization and its offer (Fahy & Jobber, 2019). Organizations aim at attracting the target customers and communicating the value of the product (brand) to them clearly and convincingly (Kotler & Armstrong, 2018). Modern communication technologies and approaches nowadays allow customers a much higher level of information availability, so potential and loyal customers regularly check the quality of all organizations and choose the best offers for themselves according to the recommendations of their acquaintances, friends, or discussion forums (Petrů et al., 2020). Despite the large increase in the use of personal communication due to Internet penetration, advertising in mixture with other marketing communication tools has a substantial impact on consumer interest, brand building, and sales. Advertising is considered a positive as well as a negative element in society (Copley, 2004).
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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 article is to identify the factors that have a decisive influence on the level of satisfaction of users of FinTech services in Romania. To explain the variables that have an effect, we conducted this study both in the entire population of FinTech users, as well as differentiated into two distinct generations: Millennials and Generation Z. From the point of view of age ranges, consumers in the Millennials category are also known in the specialty literature (Aichner & Shaltoni, 2019) as Generation Y, that are people born between the 1980s and the mid-1990s. According to Bucovetchi et al. (2019), Generation Z is the demographic cohort following Millennials and is made up of those born between the second half of the 1990s and early 2000s. These two generations have different behaviors, priorities and preferences when it comes to the use of information technologies.
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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

In the current economy, there are some heavily regulated markets, such as the tobacco market, and others on the point of being regulated – markets using fossil combustibles, such as the combustion engine vehicles, as well as the gambling sector. Those markets operate with products or services in some way prejudicial to health and the environment. This fact justifies before the citizens the governmental intervention. Companies operating on those markets have very limited their marketing strategies to promote sells (Henriksen, 2012). In this article, we aim to investigate the options faced by companies for the implementation of marketing strategies that will permit them to scale their sales leadership position once the market is regulated. In the case of the tobacco market, the motivation to regulate emerges due to the causal link between tobacco consumption and several types of cancer, cardiovascular and respiratory diseases, reproductive disorders, Alzheimer’s disease (López-Arrieta & Sanz, 2001), and many other negative health consequences. In addition, it has an addictive nature (DHSS, 2004).
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PERCEPTIONS OF PERSONALIZATION IN COMPANY-CONSUMER INTERACTIONS ON SOCIAL NETWORK: EXPERIMENT CONDUCTED IN THE CZECH REPUBLIC

Ludvík Eger, Lenka Komárková, Veronika Zákružná

Social media (SM) has become one of the largest environments of human interaction. Growth in social network use is evident in developed countries, and to an even greater extent in developing countries (Internet World Stats, 2020). In 2019, 53% of EU enterprises used at least one type of SM and 86% of these used SM to build their image and market their products. Additionally, more than 54% of the people (16–74 years old) living in the EU used the Internet for participating in social networks (Eurostat, 2020a, b). DESI (2020) found that over 65% of all EU citizens use at least one form of SM, the most popular being Facebook and Instagram, especially among young people. Consequently, as the use of SM becomes increasingly common, companies seek to reach and interact with current and potential customers through SM platforms (Shanahan et al., 2019; Wang & Kim, 2017).
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CONSUMER BEHAVIOUR CHANGES DURING TIMES OF THE COVID-19 PANDEMIC: AN EMPIRICAL STUDY ON SLOVAK CONSUMERS

Lenka Veselovská, Ján Závadský, Lucia Bartková

Humankind finds itself facing unparalleled circumstances since the worldwide outbreak of COVID-19 created significant changes in societies worldwide. Societies were surprised at the rapid spread of the virus and the ensuing global crisis. Due to the worldwide effects of the crises many authors compare it to natural disasters (Anderson et al., 2020; Sarkis et al., 2020; De Vito & Gómez, 2020; Haghani et al., 2020; Haroon & Rizvi, 2020). The scope of COVID-19 crisis caused significant disruptions in economic, social and health systems, thus creating a challenge for societies. For entrepreneurs, this crisis brought both problems and opportunities. These conditions laid bare their vulnerabilities and critical points. Consumers were forced to adapt their needs and shopping habits to extreme conditions influenced by both implemented and enforced government measures to stop the spread of the virus.
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TARGETING OF ONLINE ADVERTISING USING LOGISTIC REGRESSION

Erik Šoltés, Janka Táborecká-Petrovičová, Romana Šipoldová

In the era of big data and digital technologies, marketing and especially digital marketing are rapidly developing. This development is significantly supported by utilisation of various quantitative methods allowing for a lot of useful information from different marketing fields. Digital marketing brings access to mass market for a reasonable price and unlike advertisement in traditional media (TV commercials, print), it enables personalized marketing. Digital marketing applies digital channels, devices and platforms to develop or implement a marketing strategy. One subset of digital marketing is online marketing usually defined as internet marketing. Expansion of internet marketing is considerable and evident by the increase of expenditures into internet advertisement. In the year 2018, 68% of Slovaks and 75% of Czechs had daily access to internet, whereas in 2012 it was 60% and 44%, respectively.
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