The E-Pharmacy Customer Segmentation Based on the Perceived Importance of the Retention Support Tools

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216275%3A25310%2F14%3A39898067" target="_blank" >RIV/00216275:25310/14:39898067 - isvavai.cz</a>

Výsledek na webu

<a href="http://dx.doi.org/10.1016/j.sbspro.2014.09.075" target="_blank" >http://dx.doi.org/10.1016/j.sbspro.2014.09.075</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1016/j.sbspro.2014.09.075" target="_blank" >10.1016/j.sbspro.2014.09.075</a>

Jazyk výsledku

angličtina

Název v původním jazyce

The E-Pharmacy Customer Segmentation Based on the Perceived Importance of the Retention Support Tools

Popis výsledku v původním jazyce

The issue of increasing the e-customer retention and loyalty is now an insufficiently explored area in the literature. The more and more severe competitive environment in the e-business requires a change in the way of working with the market in selling through e-shops, taking account of the supply components and the attractiveness of various forms of incentives to repeat purchase. Within the framework of building long-term relationships with e-customers, our study focuses on the possibilities of customer segmentation based on the perceived importance of the retention support tools used by e-shops, which is an essential prerequisite for differentiated customer relationship management in the area of building the customer loyalty. The paper includes the primary survey performed among the e-pharmacy clients focusing on the perception of the importance of the retention support tools. On the basis of the discovered factors encouraging the customers to buy from the e-shop repeatedly, the mark

Název v anglickém jazyce

The E-Pharmacy Customer Segmentation Based on the Perceived Importance of the Retention Support Tools

Popis výsledku anglicky

The issue of increasing the e-customer retention and loyalty is now an insufficiently explored area in the literature. The more and more severe competitive environment in the e-business requires a change in the way of working with the market in selling through e-shops, taking account of the supply components and the attractiveness of various forms of incentives to repeat purchase. Within the framework of building long-term relationships with e-customers, our study focuses on the possibilities of customer segmentation based on the perceived importance of the retention support tools used by e-shops, which is an essential prerequisite for differentiated customer relationship management in the area of building the customer loyalty. The paper includes the primary survey performed among the e-pharmacy clients focusing on the perception of the importance of the retention support tools. On the basis of the discovered factors encouraging the customers to buy from the e-shop repeatedly, the mark

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

—

Projekt

<a href="/cs/project/GAP403%2F12%2F1279" target="_blank" >GAP403/12/1279: Nástroje posilování dlouhodobých vztahů se zákazníky na bázi integrace a spolupráce subjektů hodnotové sítě</a><br>

Návaznosti

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Rok uplatnění

2014

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Procedia - Social and Behavioral Sciences

ISBN

—

ISSN

1877-0428

e-ISSN

—

Počet stran výsledku

11

Strana od-do

552-562

Název nakladatele

Elsevier Science BV

Místo vydání

Amsterdam

Místo konání akce

Ŕím

Datum konání akce

19. 6. 2014

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000346089700059