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@proceedings{64541, author = {Kvíčala, Daniel and Starzyczná, Halina}, booktitle = {LEADERSHIP, INNOVATION, MANAGEMENT AND ECONOMICS: INTEGRATED POLITICS OF RESEARCH - LIMEN}, doi = {http://dx.doi.org/10.31410/limen.s.p.2021.121}, keywords = {CRM; Customer buying behaviour; Shopping behaviour; E-loyalty; E-shop}, language = {cze}, title = {Customer Buying Behaviour in International E-commerce through Empirical E-shop Data}, year = {2021} }
TY - CONF ID - 64541 AU - Kvíčala, Daniel - Starzyczná, Halina PY - 2021 TI - Customer Buying Behaviour in International E-commerce through Empirical E-shop Data KW - CRM KW - Customer buying behaviour KW - Shopping behaviour KW - E-loyalty KW - E-shop N2 - The article deals with customer e-loyalty. The main objective of the research was to investigate customer buying behaviour, hence customer e-loyalty in e-commerce, and the implications of this for e-shops. Specifically, it concerns how customers behave at e-shops, how often they buy from the e-shops and what kind of revenue they bring to the e-shops. First, the theoretical background of the research is presented, based on some studies. The theoretical discussion proceeds from the broader context of loyalty. The core of the theory is e-loyalty. Secondary research and its results are then characterized. The subject of the research is the analysis of empirical e-shop data related to the manifestations of behavioural e-loyalty. Indicators informing about the proportion of loyal customers on the main variables of interest, concerning the total number of all customers, the number of visits to the e-shop, the number of transactions and the sales volume, were evaluated. Also, the subject of the research is a company operating e-shops in selected countries and its customers. The research covers a total of 13,418 customers. The results obtained contradict the claims of some authors that e-loyalty is one of the key factors for the success of e-shops and that e-loyal customers generate a substantial part of the volume of purchases and sales. ER -
KVÍČALA, Daniel and Halina STARZYCZNÁ. Customer Buying Behaviour in International E-commerce through Empirical E-shop Data. In \textit{LEADERSHIP, INNOVATION, MANAGEMENT AND ECONOMICS: INTEGRATED POLITICS OF RESEARCH - LIMEN}. 2021. Available from: https://dx.doi.org/10.31410/limen.s.p.2021.121.
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