Browsing by Author "Davidavičienė, Vida"
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- ItemDecision tree modelling of e-consumers’ preferences for internet marketing communication tools during browsing(Technická Univerzita v Liberci, 2019-03-15) Sabaitytė, Jolanta; Davidavičienė, Vida; Straková, Jarmila; Raudeliūnienė, Jurgita; Ekonomická fakultaThe successful development of internet marketing is based on scientifically proven decisions designed for the comprehensive analysis and evaluation of internet marketing communication tool selection. Different layers of internet marketing phenomena, such as communication tool profiles and characteristics of customers and strategies for different stages of purchase models, are widely analysed. However, it has been noted that modern management theories lack scientific research on the comprehensive analysis and evaluation of internet marketing communication tools, including the relevant characteristics of electronic consumers profiles based on their generational aspects and their life cycle stages. It is therefore necessary to analyse the stages of an electronic consumer’s journey and define the most relevant communication tools and application uses during every stage by aiming to improve customer satisfaction and marketing performance. The goal of this research is to determine the most significant internet marketing communication elements in the purchase phase of the electronic consumer journey cycle using the mathematical decision tree approach for different types of customers, using the generation theory as a segmentation tool. The literature analysis on electronic consumer’s behaviour, generation theory application possibilities in marketing and internet marketing communication tools was carried out. The research methodology includes eye-tracking and descriptive and comparative statistical analysis methods (decision tree models), which create the preconditions for the evaluation of electronic consumers’ explicit and tacit reactions to the use of internet marketing communication tools during the purchase phase of an electronic consumer´s journey. It was established that comparable statistically significant different preferences for internet marketing communication tools, at the purchase phase during a browsing task, exist for baby boomers, X, Y and Z generations.
- ItemVirtual organization: specifics of creation of personnel management system(Technická Univerzita v Liberci, ) Merkevičius, Juozas; Davidavičienė, Vida; Raudeliūnienė, Jurgita; Buleca, Jan; Ekonomická fakultaDevelopment of new types of organizations such as a Virtual organization brought for society certain possibilities and opportunities which usually are named as advantages, but also they can be observed as challenges or even named as a problems within organization. Models and methods applied in personnel management should be adequate and meet requirements of markets and present newest scientific mind in order not to cause decrease of competitiveness, loss of potential markets, not to cause social problems, such as unemployment, migration, disproportion between regions, etc. Due to the following reasons, the perception of personnel improvement problems and their solutions stand not only for business development factor. These circumstances formed the topicality of the article subject. Virtual organizations formation priorities contains personnel selection of virtual organization, determination of work nature principles, determination of personnel motivational factors, determination of size for the most productive intellectual activity team, problems of education and experience coordination, others. In organizing business activities under current globalization trends and adapting personnel management by network model, implementation of these priorities should be foreseen by formed virtual organizations’ goals and strategies, as well as personnel management process. Management by network has to be developed using systematic approach, emphasizing priorities in personnel management activity, taking into consideration defined organizational tasks and possibilities to coordinate them with personnel goals, together organizational activity has to be distinguished by flexibility and adaptability, according to market requirements. Goal of the research–to construct model of personnel management of virtual organization that create possibilities to manage geographically dispersed personnel using information technologies. Methods of the research–there was applied systematic analysis that allowed disclosing personnel management specifics under the conditions of virtual organizations’ development. In performing the research there were used methods of comparison, summarization and documentary analysis.