New Articles – Marketing and Trade

SHOPPING BEHAVIOR OF THE SILVER GENERATION IN SLOVAKIA: A CASE STUDY NITRA

Miroslava Trembošová, Jan Kramoliš, Alena Dubcová, Ľudmila Nagyová, Pavel Forgáč

The Slovak population, like the population in other European countries, is aging. The population in the older age groups is growing by increasing the average age of life. Even in old age, people are still active, they like to actively participate in social and economic activities, and they carry out various hobby activities, which preserve but also increase the quality of their personal lives. Seniors over the age of 50+, referred to as the silver generation, are important consumers of a wide…

DOI (& full text): doi.org/10.15240/tul/001/2022-3-009 more

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…

DOI (& full text): doi.org/10.15240/tul/001/2022-2-008 more

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.…

DOI (& full text): doi.org/10.15240/tul/001/2022-2-009 more

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…

DOI (& full text): doi.org/10.15240/tul/001/2022-2-010 more

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…

DOI (& full text): doi.org/10.15240/tul/001/2022-2-011 more