Browsing by Author "Zapletalová, Šárka"

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    The economic crisis and company management: influences and consequences
    (Technická Univerzita v Liberci, 2014-03-04) Antonová, Barbora; Zapletalová, Šárka; Ekonomická fakulta
    The tourism industry has been considerably affected by the global economic crisis over the most recent years, with its roots identified in the US mortgage market segment. This crisis has caused fluctuations in the markets across all industries, triggering uncertainty in nearly every businessperson in the Czech Republic. By their nature, tourist services are non-essential products, used by customers to satisfy their needs only. Thus, in those times of uncertainty, customers tend to cut down on these services to a certain minimum level. This fact manifested itself during the crisis in 2007–2012. The article presents the impact of the global crisis on the tourism industry, in particular, on accommodation providers in the Olomouc region. The aim of the article was to explore the impact of this crisis on management of group accommodation facilities. The introductory chapter discusses the theoretical aspect of the economic crisis and its relations with company management, as well as the impact of the crisis on provision of accommodation services in the reference period across the nation. Following this, hypotheses are established, to be subsequently assessed by means of the primary research run as the questionnaire poll in the Olomouc region. The article focuses essentially on a change of managers in accommodation facilities, other measures taken by managers during the crisis, and the consequences of these measures.
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    Evaluation of the usability of selected innovation concepts for managing innovation activities
    (Technická Univerzita v Liberci, ) Peterková, Jindra; Zapletalová, Šárka; Ekonomická fakulta
    A significant number of enterprise owners and managers realize an importance of innovations for the future existence of their business and its development. It appears that in theory and business practice a number of innovation concepts can be found, however for managers and business owners it is difficult to be knowledgeable in innovation concepts in order to use them in practice. Innovation concepts represent solutions outline, which react to the business ability to innovate. Each innovation concept is different in the area of focusing on innovation problem and way of detailization. Chosen innovation concepts can be applied when solving following problems: Identifying the innovation potential, organizational readiness for innovation and achieved levels of innovation climate, or the actual implementation of the innovation process and the evaluation of innovation. It is worth noting that concrete innovation concepts are not at the same level of usability in practice, some of them need to be better specified for application in business. A set of innovation concepts was created and evaluated the usability of individual concepts in the enterprise. The evaluation was carried out by qualitative analysis using selected criteria, which were determined by an expert group with the assistance of the researcher. Variants of usability of innovation concepts were defined subsequently. At the same time, decision-making model based on the Analytic Hierarchical Process was designed and applied in order to classify innovation concepts. Decision-making model can be used by managers for the purpose of innovations management while choosing the concept of innovation.
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    WHO ARE ONLINE GROCERY SHOPPERS?
    (Technická Univerzita v Liberci, ) Bauerová, Radka; Starzyczná, Halina; Zapletalová, Šárka; Ekonomická fakulta
    The acceleration of the digitalisation of grocery shopping is an important trend that shows that this way of sourcing groceries is increasingly accepted by customers. Uncovering, understanding, and describing the differences between online grocery shoppers is interesting from a scientific point of view and a practical one. Correctly targeting a specific customer segment increases the very effectiveness of marketing communication by spending the cost of communicating with those correctly targeted customers that are valuable to the company. Therefore, this paper explores the behaviour of customers when shopping online and tries to find similarities in this behaviour. The aim of the paper is to generate customer segments of online grocery shoppers that provide a more comprehensive insight by reflecting on their shopping behaviour, personality traits and characteristics, loyalty, overall satisfaction with online grocery shopping in the current retailer, and frequency of social media usage. An online questionnaire survey was conducted with a panel of respondents from the IPSOS research agency to obtain primary data. Data were analysed using factor and cluster analysis. These analyses resulted in the creation of a segmentation that identified five main segments of online grocery shoppers. The constructed combined segmentation divides shoppers into five segments: quality-oriented shoppers (18.9%), influential utilitarians (21.7%), loyal traditionalists (16.4%), satisfied conditional loyalists (14.9%), and movable eco-sympathizers (28.1%). Then these category types are characterised in terms of their most salient characteristics. The results of this study show the variables that influence customers in their decision-making process. Outcomes increase knowledge about online grocery shopping behaviour, motives, and purchase requirements. These are also beneficial for grocery retailers for better targeting or fostering loyalty.