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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. Online. In Soliman, KS. \textit{26th International-Business-Information-Management-Association Conference Location}. 1. vyd. Norristown (USA): INT BUSINESS INFORMATION MANAGEMENT ASSOC-IBIMA, 2015, p.~2730-2738. ISBN~978-0-9860419-5-2.
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