Impact of the Covid-19 Crisis on Service Enterprises and their Attitudes Towards Marketing Investments

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28130%2F22%3A63555658" target="_blank" >RIV/70883521:28130/22:63555658 - isvavai.cz</a>

Výsledek na webu

<a href="http://saeb.feaa.uaic.ro/index.php/saeb/article/view/1673" target="_blank" >http://saeb.feaa.uaic.ro/index.php/saeb/article/view/1673</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.47743/saeb-2022-0021" target="_blank" >10.47743/saeb-2022-0021</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Impact of the Covid-19 Crisis on Service Enterprises and their Attitudes Towards Marketing Investments

Popis výsledku v původním jazyce

The service sector has become the dominant sphere of market economies over the last forty years. The maturity of a country’s economy is directly related to the maturity of services as an economic sector. The immense growth across the service sector has also put mounting pressure on the competitiveness of service enterprises and their marketing activities. The turn of the millennium has already seen the competitive struggle affected by two crises – first, an economic one and now, one caused by the Covid-19 pandemic, which has had a great impact (not only) on the service sector. The article deals with the question of how Czech service enterprises reflect on the impact of the pandemic. The article’s aim is to find out how service enterprises perceive the impact of the Covid-19 crisis depending on their size and classification within the service sector and how they approach marketing investments during a pandemic crisis. The research is focused on service enterprises (n=90) in terms of their application of marketing processes in the conditions of the Czech Republic in the period 2020-2021. The results, based on descriptive and inferential statistics (ANOVA test in conjunction with Hochberg and Games-Howell tests, Pearson’s correlation coefficient and chi-squared test), show that smaller enterprises tend to be more affected by the effects of government measures in the context of the Covid-19 crisis than medium and large enterprises.

Název v anglickém jazyce

Impact of the Covid-19 Crisis on Service Enterprises and their Attitudes Towards Marketing Investments

Popis výsledku anglicky

The service sector has become the dominant sphere of market economies over the last forty years. The maturity of a country’s economy is directly related to the maturity of services as an economic sector. The immense growth across the service sector has also put mounting pressure on the competitiveness of service enterprises and their marketing activities. The turn of the millennium has already seen the competitive struggle affected by two crises – first, an economic one and now, one caused by the Covid-19 pandemic, which has had a great impact (not only) on the service sector. The article deals with the question of how Czech service enterprises reflect on the impact of the pandemic. The article’s aim is to find out how service enterprises perceive the impact of the Covid-19 crisis depending on their size and classification within the service sector and how they approach marketing investments during a pandemic crisis. The research is focused on service enterprises (n=90) in terms of their application of marketing processes in the conditions of the Czech Republic in the period 2020-2021. The results, based on descriptive and inferential statistics (ANOVA test in conjunction with Hochberg and Games-Howell tests, Pearson’s correlation coefficient and chi-squared test), show that smaller enterprises tend to be more affected by the effects of government measures in the context of the Covid-19 crisis than medium and large enterprises.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2022

Kód důvěrnosti údajů

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

Název periodika

Scientific Annals of Economics and Business

ISSN

2501-1960

e-ISSN

2501-3165

Svazek periodika

69

Číslo periodika v rámci svazku

4

Stát vydavatele periodika

RO - Rumunsko

Počet stran výsledku

18

Strana od-do

539-556

Kód UT WoS článku

000911017100003

EID výsledku v databázi Scopus

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