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.
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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
Original language English
Type of outcome Proceedings paper
Field of Study 50204 Business and management
Country of publisher Slovakia
Confidentiality degree is not subject to a state or trade secret
Publication form electronic version available online
RIV identification code RIV/47813059:19520/21:A0000298
Organization unit School of Business Administration in Karvina
ISSN 1339-5726
Keywords in English Consumer Behaviour; E-Commerce; E-Shop; Loyalty; Online Consumer Behaviour; Pareto Rule;
Tags International impact, Reviewed
Changed by Changed by: Miroslava Snopková, učo 43819. Changed: 11/4/2023 22:07.
Abstract
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.
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