D 2015

Customer-centric Approach in Terms of Online Marketing

TIŠLEROVÁ, Kamila

Basic information

Original name

Customer-centric Approach in Terms of Online Marketing

Name in Czech

Zákaznicky orientovaný přístup v podmínkách online marketingu

Authors

TIŠLEROVÁ, Kamila (203 Czech Republic, guarantor, belonging to the institution)

Edition

1. vyd. Norristown (USA), 26th International-Business-Information-Management-Association Conference Location, p. 2730-2738, 9 pp. 2015

Publisher

INT BUSINESS INFORMATION MANAGEMENT ASSOC-IBIMA

Other information

Language

English

Type of outcome

Stať ve sborníku

Field of Study

50600 5.6 Political science

Country of publisher

United States of America

Confidentiality degree

není předmětem státního či obchodního tajemství

Publication form

electronic version available online

RIV identification code

RIV/75081431:_____/15:00000591

Organization unit

Institute of Technology and Business in České Budějovice

ISBN

978-0-9860419-5-2

UT WoS

000366872700282

Keywords (in Czech)

Zákaznicky orientovaný přístup, nakupování na internetu, zákaznické preference, vnímaná hodnota, segmentace

Keywords in English

Customer-centric approach; Internet shopping; Customers' preferences; Perceived value; Segmentation

Tags

Změněno: 26/2/2016 13:56, Mgr. Václav Karas

Abstract

V originále

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.

In Czech

Tento článek se zabývá problematikou zákaznicky orientovaného přístupu. Pro každý podnik je klíčové, aby si vytvořil dostatečně homogenní segmenty, které může efektivně oslovovat. Na základě výsledků z kvantitativního výzkumu byly formulovány doporučení pro uplatnění zákaznicky orientovaného přístupu.