Customer-centric Approach in Terms of Online Marketing

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F75081431%3A_____%2F15%3A00000591" target="_blank" >RIV/75081431:_____/15:00000591 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Customer-centric Approach in Terms of Online Marketing
Original language description
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.
Czech name
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Czech description
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Publication year
2015
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
26th International-Business-Information-Management-Association Conference Location
ISBN
9780986041952
ISSN
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e-ISSN
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Number of pages
9
Pages from-to
2730-2738
Publisher name
INT BUSINESS INFORMATION MANAGEMENT ASSOC-IBIMA
Place of publication
Norristown (USA)
Event location
Madrid
Event date
Nov 11, 2015
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000366872700282

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