HOW COVID19 CRISIS SHAKED CUSTOMER LOYALTY IN E-COMMERCE?

D 2021

HOW COVID19 CRISIS SHAKED CUSTOMER LOYALTY IN E-COMMERCE?

KLEPEK, Martin and Daniel KVÍČALA

Basic information

Original name

HOW COVID19 CRISIS SHAKED CUSTOMER LOYALTY IN E-COMMERCE?

Name in Czech

Jak Covid-19 ovlivnil zákaznickou loajalitu v e-commerce?

Authors

KLEPEK, Martin (203 Czech Republic, guarantor, belonging to the institution) and Daniel KVÍČALA (203 Czech Republic, belonging to the institution)

Edition

8. vyd. Trnava, Marketing Identity, p. 248-256, 9 pp. 2021

Publisher

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

Other information

Language

English

Type of outcome

Stať ve sborníku

Field of Study

50204 Business and management

Country of publisher

Slovakia

Confidentiality degree

není předmětem státního či obchodního tajemství

Publication form

electronic version available online

RIV identification code

RIV/47813059:19520/21:A0000298

Organization unit

School of Business Administration in Karvina

ISSN

Keywords in English

Consumer Behaviour; E-Commerce; E-Shop; Loyalty; Online Consumer Behaviour; Pareto Rule;

Abstract

V originále

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.

Citovat

KLEPEK, Martin and Daniel KVÍČALA. HOW COVID19 CRISIS SHAKED CUSTOMER LOYALTY IN E-COMMERCE?. Online. In Marketing Identity. Marketing Identity. 8th ed. Trnava: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie, 2021, p. 248-256. ISSN 1339-5726.

@inproceedings{51424,
   author = {Klepek, Martin and Kvíčala, Daniel},
   address = {Trnava},
   booktitle = {Marketing Identity},
   edition = {8},
   editor = {Marketing Identity},
   keywords = {Consumer Behaviour; E-Commerce; E-Shop; Loyalty; Online Consumer Behaviour; Pareto Rule;},
   howpublished = {elektronická verze "online"},
   language = {eng},
   location = {Trnava},
   pages = {248-256},
   publisher = {Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie},
   title = {HOW COVID19 CRISIS SHAKED CUSTOMER LOYALTY IN E-COMMERCE?},
   year = {2021}
}

TY  - JOUR
ID  - 51424
AU  - Klepek, Martin - Kvíčala, Daniel
PY  - 2021
TI  - HOW COVID19 CRISIS SHAKED CUSTOMER LOYALTY IN E-COMMERCE?
PB  - Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
CY  - Trnava
KW  - Consumer Behaviour
KW  - E-Commerce
KW  - E-Shop
KW  - Loyalty
KW  - Online Consumer Behaviour
KW  - Pareto Rule;
N2  - 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.
ER  -

KLEPEK, Martin and Daniel KVÍČALA. HOW COVID19 CRISIS SHAKED CUSTOMER LOYALTY IN E-COMMERCE?. Online. In Marketing Identity. \textit{Marketing Identity}. 8th ed. Trnava: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie, 2021, p.~248-256. ISSN~1339-5726.

Detailed Information on Publication Record