Face-to-Face and electronic communication with customers in retailing and company performance: A case study in the retail industry in the Czech Republic

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dc.contributor.authorEger, Ludvík
dc.contributor.authorSuchánek, Petr
dc.date.accessioned2020-11-02T11:00:18Z
dc.date.available2020-11-02T11:00:18Z
dc.date.issued2020
dc.description.abstract-translatedCustomers 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.en
dc.format18 s.cs
dc.format.mimetypeapplication/pdf
dc.identifier.citationEGER, L., SUCHÁNEK, P. Face-to-Face and electronic communication with customers in retailing and company performance: A case study in the retail industry in the Czech Republic. E+M Ekonomie a Management, 2020, roč. 23, č. 3, s. 155-172. ISSN 1212-3609.en
dc.identifier.document-number570968300010
dc.identifier.doi10.15240/tul/001/2020-3-010
dc.identifier.issn1212-3609
dc.identifier.obd43930202
dc.identifier.uri2-s2.0-85090950350
dc.identifier.urihttp://hdl.handle.net/11025/39876
dc.language.isoenen
dc.project.IDSGS-2020-015/Výzkum vybraných oblastí managementu a marketingu organizací v kontextu demografických a technologických změncs
dc.publisherTechnical University of Liberecen
dc.relation.ispartofseriesE+M Ekonomie a Managementen
dc.rights© Technical University of Liberecen
dc.rights.accessopenAccessen
dc.subject.translatedcustomer satisfactionen
dc.subject.translatedretail mystery shoppingen
dc.subject.translatedFacebook engagementen
dc.subject.translatedenterprise performanceen
dc.subject.translatedelectronics and communication equipmenten
dc.titleFace-to-Face and electronic communication with customers in retailing and company performance: A case study in the retail industry in the Czech Republicen
dc.typečlánekcs
dc.typearticleen
dc.type.statusPeer-revieweden
dc.type.versionpublishedVersionen

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