HOW COVID19 CRISIS SHAKED CUSTOMER LOYALTY IN E-COMMERCE?

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F21%3AA0000298" target="_blank" >RIV/47813059:19520/21:A0000298 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

HOW COVID19 CRISIS SHAKED CUSTOMER LOYALTY IN E-COMMERCE?

Popis výsledku v původním jazyce

Consumer loyalty is a broad and important topic for marketers around the world for centuries. With the pandemic situation in Europe and the world the ultimate question arises. How the changes in consumer behaviour were projected into loyalty measures? Since e-commerce experienced dramatic shifts during COVID19 crisis, we picked online shopping loyalty behaviour for our investigation. We used customer data from e-shop from more than thirteen thousand people and compared loyalty behaviour before and during a pandemic situation. Our data shows changes in loyalty in form of the number of transactions made by 20% of most loyal customers as well as in profitability of the same 20% most loyal customers. Moreover, we again support the evidence that the Pareto 80/20 rule does not apply to ecommerce and the proportion is more or less around 60% maximum.

Název v anglickém jazyce

HOW COVID19 CRISIS SHAKED CUSTOMER LOYALTY IN E-COMMERCE?

Popis výsledku anglicky

Consumer loyalty is a broad and important topic for marketers around the world for centuries. With the pandemic situation in Europe and the world the ultimate question arises. How the changes in consumer behaviour were projected into loyalty measures? Since e-commerce experienced dramatic shifts during COVID19 crisis, we picked online shopping loyalty behaviour for our investigation. We used customer data from e-shop from more than thirteen thousand people and compared loyalty behaviour before and during a pandemic situation. Our data shows changes in loyalty in form of the number of transactions made by 20% of most loyal customers as well as in profitability of the same 20% most loyal customers. Moreover, we again support the evidence that the Pareto 80/20 rule does not apply to ecommerce and the proportion is more or less around 60% maximum.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2021

Kód důvěrnosti údajů

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

Název statě ve sborníku

Marketing Identity

ISBN

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ISSN

1339-5726

e-ISSN

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Počet stran výsledku

9

Strana od-do

248-256

Název nakladatele

Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie

Místo vydání

Trnava

Místo konání akce

Trnava

Datum konání akce

1. 1. 2021

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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