Browsing by Author "Kostková, Iva"
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- ItemVěrnost k obchodní značce: Srovnání věrnosti k obchodní značce mezi anglickými a českými univerzitními studenty. Při pohledu na používání mobilních telefonů(Technická Univerzita v Liberci, 2008) Kostková, Iva; Dědková, JaroslavaThere is no company which would not try to gain as much loyal customers as possible. It is known, that having lot of loyal customers can guarantee the company some advantages in the market. Moreover, such customers mean repeat purchase, recommendation to other people as well as continuous sales. They ensure the stability of company, its higher market share and profitability. Over the time, loyal customers are supposed to become less price-sensitive and purchase more. However, the loyalty of individual consumer is influenced by his own characteristics and therefore, it is important for each company to know the needs and wants of all customers to keep them and become successful. This study is focused on brand loyalty of young people, more precisely of university students from the University of Huddersfield and the Technical University of Liberec. It examines their loyalty in the view of using mobile phones and investigates any factors that influence this loyalty. Furthermore, the research compares the both groups of students and their answers. The most similarities and differences as well as analyzing of hypotheses is introduced. Finally there is a discussion of presented results and some recommendation for the future study.