TIŠLEROVÁ, Kamila. Customer-centric Approach in Terms of Online Marketing. In Soliman, KS. 26th International-Business-Information-Management-Association Conference Location. 1. vyd. Norristown (USA): INT BUSINESS INFORMATION MANAGEMENT ASSOC-IBIMA. p. 2730-2738. ISBN 978-0-9860419-5-2. 2015.
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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
Original language English
Type of outcome Proceedings paper
Field of Study 50600 5.6 Political science
Country of publisher United States of America
Confidentiality degree is not subject to a state or trade secret
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 IF, KCRM1, RIV15
Changed by Changed by: Mgr. Václav Karas, učo 10752. Changed: 26/2/2016 13:56.
Abstract
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.
Abstract (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.
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