Customer-centric Approach in Terms of Online Marketing

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

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

Abstract

ORIG CZ

In the original language

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.

Cite

TIŠLEROVÁ, Kamila. Customer-centric Approach in Terms of Online Marketing. Online. In Soliman, KS. 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.

@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  - CONF
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.

Přehled o publikaci