Face-to-face and Electronic Communication with Customers in
Retailing and Company Performance: A Case Study in the
Electronics and Communication Equipment Retail Industry in the
Czech Republic

J 2020

Face-to-face and Electronic Communication with Customers in Retailing and Company Performance: A Case Study in the Electronics and Communication Equipment Retail Industry in the Czech Republic

EGER, Ludvík a Petr SUCHÁNEK

Základní údaje

Originální název

Face-to-face and Electronic Communication with Customers in Retailing and Company Performance: A Case Study in the Electronics and Communication Equipment Retail Industry in the Czech Republic

Autoři

EGER, Ludvík a Petr SUCHÁNEK

Vydání

Ekonomie a Management, Technické univerzity v Liberci, 2020, 1212-3609

Další údaje

Jazyk

angličtina

Typ výsledku

Článek v odborném periodiku

Obor

50204 Business and management

Stát vydavatele

Česká republika

Utajení

není předmětem státního či obchodního tajemství

Odkazy

URL

Impakt faktor

Impact factor: 1.446

Označené pro přenos do RIV

Ano

Kód RIV

RIV/00216224:14560/20:00116290

Organizační jednotka

Ekonomicko-správní fakulta

Klíčová slova anglicky

customer satisfaction; retail mystery shopping; Facebook engagement; enterprise performance; electronics and communication equipment

Příznaky

Mezinárodní význam, Recenzováno

Změněno: 5. 10. 2020 09:54, doc. Ing. Bc. Petr Suchánek, Ph.D.

Anotace

V originále

Customers today can find the same assortments in a number of retail stores and through the Internet, thus effective store management has become a critical basis for developing strategic advantages. The aim of this research is to identify whether customer satisfaction measured by means of mystery shopping and the results of communication with the public on a company’s Facebook profile assessed by quantitative analysis influence the performance of the selected companies. The evaluation of customer satisfaction and loyalty follows the older pilot study and is newly supplemented by an analysis of communication with customers using social media such as Facebook. The company’s performance is evaluated through the financial ratios (ROA, ROE and ATO) based on accounting data available in the Magnusweb database. The research is focused on selected companies from the electronics and communication equipment retail industry in the Czech Republic and is unique from that point of view because it analyses communication with customers not only in retail shops but concurrently on their profiles for Facebook. The findings show how it is possible to assess the level of customer-oriented communication in retail shops and also the level of communication with customers on the social network. Retailers are increasing their focus on customers’ experience in their shops and on social media sites. The research contributes to a better understanding of marketing in retail and on social media in the selected industry.

Přiložené soubory

EM_3_2020_10.pdf

Požádat o autorskou verzi souboru

Citovat

EGER, Ludvík a Petr SUCHÁNEK. Face-to-face and Electronic Communication with Customers in Retailing and Company Performance: A Case Study in the Electronics and Communication Equipment Retail Industry in the Czech Republic. Ekonomie a Management. Technické univerzity v Liberci, 2020, roč. 23, č. 3, s. 155-172. ISSN 1212-3609. Dostupné z: https://doi.org/10.15240/tul/001/2020-3-010.

@article{1676299,
   author = {Eger, Ludvík and Suchánek, Petr},
   article_number = {3},
   doi = {https://doi.org/10.15240/tul/001/2020-3-010},
   keywords = {customer satisfaction; retail mystery shopping; Facebook engagement; enterprise performance; electronics and communication equipment},
   language = {eng},
   issn = {1212-3609},
   journal = {Ekonomie a Management},
   title = {Face-to-face and Electronic Communication with Customers in Retailing and Company Performance: A Case Study in the Electronics and Communication Equipment Retail Industry in the Czech Republic},
   url = {https://dspace.tul.cz/bitstream/handle/15240/157486/EM_3_2020_10.pdf?sequence=1&isAllowed=y},
   volume = {23},
   year = {2020}
}

TY  - JOUR
ID  - 1676299
AU  - Eger, Ludvík - Suchánek, Petr
PY  - 2020
TI  - Face-to-face and Electronic Communication with Customers in Retailing and Company Performance: A Case Study in the Electronics and Communication Equipment Retail Industry in the Czech Republic
JF  - Ekonomie a Management
VL  - 23
IS  - 3
SP  - 155-172
EP  - 155-172
PB  - Technické univerzity v Liberci
SN  - 12123609
KW  - customer satisfaction
KW  - retail mystery shopping
KW  - Facebook engagement
KW  - enterprise performance
KW  - electronics and communication equipment
UR  - https://dspace.tul.cz/bitstream/handle/15240/157486/EM_3_2020_10.pdf?sequence=1&isAllowed=y
L2  - https://dspace.tul.cz/bitstream/handle/15240/157486/EM_3_2020_10.pdf?sequence=1&isAllowed=y
N2  - Customers today can find the same assortments in a number of retail stores and through the Internet, thus effective store management has become a critical basis for developing strategic advantages. The aim of this research is to identify whether customer satisfaction measured by means of mystery shopping and the results of communication with the public on a company’s Facebook profile assessed by quantitative analysis influence the performance of the selected companies. The evaluation of customer satisfaction and loyalty follows the older pilot study and is newly supplemented by an analysis of communication with customers using social media such as Facebook. The company’s performance is evaluated through the financial ratios (ROA, ROE and ATO) based on accounting data available in the Magnusweb database. The research is focused on selected companies from the electronics and communication equipment retail industry in the Czech Republic and is unique from that point of view because it analyses communication with customers not only in retail shops but concurrently on their profiles for Facebook. The findings show how it is possible to assess the level of customer-oriented communication in retail shops and also the level of communication with customers on the social network. Retailers are increasing their focus on customers’ experience in their shops and on social media sites. The research contributes to a better understanding of marketing in retail and on social media in the selected industry.
ER  -

EGER, Ludvík a Petr SUCHÁNEK. Face-to-face and Electronic Communication with Customers in Retailing and Company Performance: A Case Study in the Electronics and Communication Equipment Retail Industry in the Czech Republic. \textit{Ekonomie a Management}. Technické univerzity v Liberci, 2020, roč.~23, č.~3, s.~155-172. ISSN~1212-3609. Dostupné z: https://doi.org/10.15240/tul/001/2020-3-010.

Přehled o publikaci