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@inproceedings{31382,
author = {Tišlerová, Kamila},
address = {Norristown (USA)},
booktitle = {26th International-Business-Information-Management-Association Conference Location},
edition = {1. vyd.},
editor = {Soliman, KS},
keywords = {Customer-centric approach; Internet shopping; Customers' preferences; Perceived value; Segmentation},
howpublished = {elektronická verze "online"},
language = {eng},
location = {Norristown (USA)},
isbn = {978-0-9860419-5-2},
pages = {2730-2738},
publisher = {INT BUSINESS INFORMATION MANAGEMENT ASSOC-IBIMA},
title = {Customer-centric Approach in Terms of Online Marketing},
year = {2015}
}
TY - JOUR
ID - 31382
AU - Tišlerová, Kamila
PY - 2015
TI - Customer-centric Approach in Terms of Online Marketing
PB - INT BUSINESS INFORMATION MANAGEMENT ASSOC-IBIMA
CY - Norristown (USA)
SN - 9780986041952
KW - Customer-centric approach
KW - Internet shopping
KW - Customers' preferences
KW - Perceived value
KW - Segmentation
N2 - This paper aims at better understanding of customers and thus, at suggesting the means of better customer-centric approach. It is crucial for each business to create such segments which are sufficiently homogenous to be addressed effectively. Based on empirical judgment and previous author's long-term search, four segments of customers were defined and significant differences among them were proved and outlined. There are two research questions: What is the importance of attributes of customer-centric approach for each segment? What is the biggest divergence in customer-centric attributes perceived by each segment? Large quantitative research was conducted (503 respondents) in order to find out customers' preferences, attitudes and perceived value of offered attributed and thus, means for better customer-centric approach are formulated.
ER -
TIŠLEROVÁ, Kamila. Customer-centric Approach in Terms of Online Marketing. In Soliman, KS. \textit{26th International-Business-Information-Management-Association Conference Location}. 1. vyd. Norristown (USA): INT BUSINESS INFORMATION MANAGEMENT ASSOC-IBIMA. s.~2730-2738. ISBN~978-0-9860419-5-2. 2015.
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