Customer segmentation by factors influencing brand loyalty and customer involvement
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F16%3A70840" target="_blank" >RIV/60460709:41110/16:70840 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.11118/actaun201664051797" target="_blank" >http://dx.doi.org/10.11118/actaun201664051797</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.11118/actaun201664051797" target="_blank" >10.11118/actaun201664051797</a>
Alternative languages
Result language
angličtina
Original language name
Customer segmentation by factors influencing brand loyalty and customer involvement
Original language description
Brand loyalty and customer involvement are two important concepts that help explain and understand a significant part of consumer shopping behavior. The aim of the present work is to identify factors influencing brand loyalty and customer involvement. A further aim is to consider subsequent segmentation of customers with respect to different degrees of brand loyalty and customer involvement. The research was focused on the field of Czech telecommunication services – mobile operators. Primary data were acquired through the method of questionnaire survey. In total, the questionnaire was completed by 340 respondents, of which 319 respondents owned their mobile phones for private purposes only. For more accurate interpretation of the identified factors the Exploratory Factor Analysis method was used. Four factors of brand loyalty were extracted, which account for 75% of the variability of the original parameters: (1) Cognitive affective loyalty, (2) Trustworthiness, (3) Attitudinal loyalty and (4) Commit
Czech name
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Czech description
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Classification
Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50602 - Public administration
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2016
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
ISSN
1211-8516
e-ISSN
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Volume of the periodical
64
Issue of the periodical within the volume
5
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
8
Pages from-to
1797-1804
UT code for WoS article
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EID of the result in the Scopus database
2-s2.0-84994530422