Browsing by Author "Adamska, Małgorzata"
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- ItemPractical Application of Forms and Tools of Marketing Communication in the SME Sector(Technická Univerzita v Liberci, ) Adamska, Małgorzata; Ekonomická fakultaThis paper aims to investigate the application of different types of communication forms and tools (personal, audio/video, online, offl ine) in the context of client capital management and development of the client lifetime value in the sector of small and medium enterprises. Research survey made using computer-assisted telephone interviewing, over 383 small and medium enterprises from the Opole Voivodeship region, with correlation coeffi cients for the selected variables (company size, market segment, markets serviced). The research contributes to enrichment of literature by documenting activity of small and medium enterprises in the area of marketing communication. This research illustrates the use of diverse forms and tools by diverse members of the SME sector. More importantly, this research prepares conclusions for future development of communication as a main stimulator of increasing client lifetime value. The fi ndings show that the small and medium enterprises are aware of the need to use a variety of tools to communicate with clients. The tools are diverse and have a different degree of contact intensity, which effectively contributes to the involvement of clients in the relationship with the company’s offer. These contribute to the perceived value of client capital in the future. The fi ndings suggest that in the future SME sector will develop and diversify channels of communication with clients capital, regardless of whether it concerns B2B or B2C clients. For the enterprise, the most important thing will be constant development of the client’s lifetime value. The popularization of knowledge about currently used communication forms and tools will contribute to the implementation of benchmark-based solutions by other market participants. In the future, it may have a benefi cial effect on the client capital management process.
- ItemRole of learning organization in building consumer confidence(Technická Univerzita v Liberci, ) Adamska, Małgorzata; Minárová, Martina; Ekonomická fakultaThe proof of intellectual capital excellence is the current business practice that requires attention and focus on this kind of capital. The intellectual capital of an organization is the sum total of its human capital, structural capital and relational capital. These assets form a source of competitive advantage and distinguish the performance of one organization from the other. Having control on intellectual capital enables effective knowledge sharing, on the one hand and improvement of customer relationship on the other. The increase of knowledge and its relationship with the learning process is a very important for organization. It is widely accepted that organization which invest in the creation of new knowledge and increasing the intellectual capital through research and development activities or tend to do better than those that ride on the coat of knowledge created by others. The results of our research extend the understanding of the role of organizational learning in creating intellectual capital and building sustainable advantages for organization, where different concept of the customer confidence management in various stages of the customer capital life cycle may bring different implications for valuation of intellectual capital. This paper presents and describes customer capital of an organization as an element of market capital in the structure of the intellectual capital of modern organizations. For businesses it is very important to build confidence and customer loyalty. To be able to build on it, they have to gain the confidence of customer. By applying the principles of a learning organization tend businesses to continuous learning, acquisition and sharing of new knowledge that can be used for building confidence in individual stages of the life cycle of the customer.