Customer Influence on the Trading Range of Goods in Retailing

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F14%3A43887300" target="_blank" >RIV/60076658:12510/14:43887300 - 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

Customer Influence on the Trading Range of Goods in Retailing

Popis výsledku v původním jazyce

It is obvious that customers influence the range of goods in any retail store. For the purposes of this paper, pre-sales and after-sales interviews are crucial because it is possible to gain much information during these interviews when customers expresstheir requirements. This fact emerged from the qualitative empirical research undertaken in chosen companies. The aim of this paper is to explain and put this phenomenon into a theoretical context. To meet this aim, an inductive approach was used. It was found out that pre-sales interviews can help to identify trends and on this basis it can be recommended to update the retailer's offer. After-sales interviews (mainly warranty claims that are a helpful contribution to the good running of a business) are useful for the modification of the retailer's trading range of goods, although they usually lead to smaller changes. However, in both cases it can be considered as an innovation in the trading range of goods.

Název v anglickém jazyce

Customer Influence on the Trading Range of Goods in Retailing

Popis výsledku anglicky

It is obvious that customers influence the range of goods in any retail store. For the purposes of this paper, pre-sales and after-sales interviews are crucial because it is possible to gain much information during these interviews when customers expresstheir requirements. This fact emerged from the qualitative empirical research undertaken in chosen companies. The aim of this paper is to explain and put this phenomenon into a theoretical context. To meet this aim, an inductive approach was used. It was found out that pre-sales interviews can help to identify trends and on this basis it can be recommended to update the retailer's offer. After-sales interviews (mainly warranty claims that are a helpful contribution to the good running of a business) are useful for the modification of the retailer's trading range of goods, although they usually lead to smaller changes. However, in both cases it can be considered as an innovation in the trading range of goods.

Druh

D - Stať ve sborníku

CEP obor

AH - Ekonomie

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2014

Kód důvěrnosti údajů

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

Název statě ve sborníku

The Proceedings of the International Scientific Conference for PhD. Students and Young Scientists

ISBN

978-80-225-3993-7

ISSN

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e-ISSN

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Počet stran výsledku

7

Strana od-do

175-181

Název nakladatele

EKONÓM

Místo vydání

Virt

Místo konání akce

Virt

Datum konání akce

4. 12. 2014

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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