Firms´ Behaviour in Selling Regional Brands and Customer Loyalty in E-commerce
| MIKŠÍK, Ondřej and Halina STARZYCZNÁ. Firms´ Behaviour in Selling Regional Brands and Customer Loyalty in E-commerce. 2021. Available from: https://dx.doi.org/10.31410/LIMEN.S.P.2021.101. |
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| Basic information | |
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| Original name | Firms´ Behaviour in Selling Regional Brands and Customer Loyalty in E-commerce |
| Name in Czech | Chování firem prodávajících regionální značky a zákaznická loajalita v E-commerce |
| Name (in English) | Firms´ Behaviour in Selling Regional Brands and Customer Loyalty in E-commerce |
| Authors | MIKŠÍK, Ondřej and Halina STARZYCZNÁ. |
| Edition | 2021. |
| Other information | |
|---|---|
| Type of outcome | Presentations at conferences |
| Confidentiality degree | is not subject to a state or trade secret |
| Organization unit | School of Business Administration in Karvina |
| Doi | http://dx.doi.org/10.31410/LIMEN.S.P.2021.101 |
| Keywords (in Czech) | Zákaznická loajalita, E-commerce, regionální značení, obchodní strategie |
| Keywords in English | Customer loyalty, E-commerce, Regional branding, Business strategy |
| Tags | International impact, Reviewed |
| Changed by | Changed by: Ing. Ondřej Mikšík, učo 39387. Changed: 4/1/2023 23:49. |
| Abstract (in English) |
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| The paper aims to present research results on regional brand sales and customer loyalty. The object of the research was small and medium-sized enterprises in the Czech Republic selling regional products and operating in e-commerce. The subject of the research is broadly defined. The paper first deals with the current state of knowledge. The theoretical background is focused on professional literature and studies oriented on regional branding and e-commerce. Both the VosViewer method and the historical method are used in the theoretical discussion. The empirical research includes primary qualitative research. It is qualitative research focusing on SMEs operating electronic sales of goods including regional brands. The research focuses on the business strategy, the establishment of e-stores, the nature of the offer, as well as customer loyalty and performance of the businesses. The results indicate a lower orientation of respondents in the researched issues, not attaching importance to customer relationship management. Customer loyalty is perceived, which is confirmed by the respondents’ behaviour according to them. However, half of them do not evaluate it at all, nor do they monitor repeat purchases in the context of behavioural loyalty. |
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