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Theoretical background: Consumers today are presented with a myriad of opportunities through the purchase process can be realized (Yrjölä et al., 2018, p. 1133). Customer journey can be defined as a buyer’s behaviour in multi (omni) environment with the goal of finalizing purchase transactions and acquiring positive (seamless, holistic) customer experiences. Researchers look at a service buying process...
Theoretical background: The use of social media is increasing rapidly. The total number of users has surpassed more than 500 million worldwide. Social media communication is growing faster than any other form of communication. Websites such as Facebook, Instagram, YouTube and Snapchat are examples of the social media sites that are popular among all level of consumers, but especially among young consumers...
Theoretical background: Sustainable development is a new widely desirable course in the economy of the 21st century. Its goals can be met by consumers implementing a zero waste concept understood as a lifestyle that assumes the maximum reduction of household waste production.Purpose of the article: The paper sheds a light on consumer awareness of the zero waste concept among young people, who face...
Theoretical background: The idea of multichanneling gained popularity in the late 1990s mostly due to the development of the Internet. Distribution changed from using single to several channels and integrating them, which allowed consumers to access multiple channels at every stage of the buyer decision process. Using multiple channels is referred to as multi-, cross-, or omni-channelling, depending...
Theoretical background: The rapid technological development of the past decade has exerted a major influence on consumer behaviours and created new ways of reaching customers. The contemporary consumer freely switches between brick-and-mortar, online and mobile sales channels, expecting that a product will be available any time, any place. Such behaviours pose a serious challenge to retail enterprises,...
This paper discusses the impact of compliance principles on an enterprise’s relationships with its key clients, as exemplifid by PGE Obrót S.A. The theoretical section of the paper outlines compliance-related issues. The defiition of the term and its essence are discussed. In addition, compliance objectives, tasks, functions and instruments are described. Moreover, the COSO framework and ISO 19600...
Theoretical background: The growing scope of virtualisation of consumer behaviour and the emergence of new business models associated with it has caused changes in the approach to the processes of the competing and management of company resources. This is accompanied by the growing importance of the customer in each stage of the value management process. In this context, a question is raised concerning...
Theoretical background: The development of new technologies has a considerable impact on the functioning of numerous service industries. The market of hotel services largely draws from the achievements of the digital revolution. Purpose of the article: The aim of the article is to present modern ICT solutions used in the hotel industry and to present the opinions of the owners of year-round accommodation...
Theoretical background: The article discusses the activities of organizations located in Poland in the field of sustainable development (SD). This is a specific development, which considers the needs of future generations. These activities may concern environmental, social or economic issues. The identified knowledge gap refers to the type of the most common SD-activities, possible partners in such...
Theoretical background: In today’s circumstances of volatility and uncertainty in the activities of industrial enterprises, there are always risks of emerging crisis phenomena. In such a situation, top management should realize that only a well-established system of crisis management will enable the timely detection of “weaknesses” and prevent the threat of bankruptcy of enterprises in the future...
Theoretical background: Games are used in various fields beyond pure entertainment: education, health services or human resources. They are also considered one of the most rapidly growing trends in marketing. Using gamifiation to engage the consumer and increase his loyalty is commonly used in nearly all product categories. Playing games is fun and companies use it to attract and involve the consumers...
The use of social media (SM) is prevalent not only in private, but also in professional areas, and its overall involvement in our lives has grown immensely over the past decade. According to Bishop (2018), this is a phenomenon unlike anything seen throughout history. Previous studies on SM have analysed this subject unilaterally – giving greater emphasis to the positive or negative impact on its users...
Modern virtual reality (VR) technology has a growing impact on further areas of the new digital economy. This is possible due to the declining prices of electronic components, the rapid implementation of new technologies in the market of goods and services and the increasing availability of advanced devices that use the emerging new technology. The purpose of this article is to present the potential...
Theoretical background: The ongoing development of information technology (IT) has caused IT solutions to be increasingly applied in human resource management (HRM). The implementation of such solutions is highly advantageous to enterprises because they streamline the provision of services to job candidates and employees, and save time and money. This is particularly important for high-tech enterprises...
One of the trends in consumer behaviour that has been gradually gaining strength since the beginning of the 21st century is minimalism, also defined as anti-consumerism, voluntary simplicity and deconsumption. These notions are not identical, although, according to research, the conceptual scope is very approximate. Minimalism means deliberately limiting consumption to the rational sizes that result...
This article describes the possibilities of improving customer satisfaction from the company's involvement in every point of interaction via digital marketing communication instruments and the customer's journey map concept. To achieve this goal, the literature on the concept of customer travel was examined, the results from a two-year monitoring of two production companies were selected and the companies'...
The article presents geolocation as a modern form of communication with consumers, which is based on new methods of sending information. This modern technological solution is increasingly used by enterprises in various industries, including retail entities. It has a very wide range of applications from the perspective of marketing activities of trade entities. Geolocation can be used in the process...
The globalisation of countries’ economies and the growth of the market in the West are becoming important factors determining the activity of enterprises. In this changing economic environment, the search for new sources of concurrency advantage often determines the survival and development of an enterprise. Knowledge about the market, speed of decisions, innovations and customer relationship management...
Non-bank loan institutions in Poland often face a bad reputation or a lack of trust, are compared to "parabanks" and frequently recognised as companies operating at the borders of the law. Despite their membership in the financial sector, until recently, public supervision had little control over loan companies and had little knowledge about the scale of their operations. The greater restrictiveness...
Theoretical background: The main components of costumer value are the product, brand and image, personnel relationships and service activities, and offer availability. In retail, the important attributes of the products on sale are their range, price and terms of sale, relevant proximity and the benefit of obtaining, which includes spatial accessibility, emotional offer and time value. Modern trade...
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