Face-to-face and Electronic Communication with Customers in Retailing and Company Performance: A Case Study in the Electronics and Communication Equipment Retail Industry in the Czech Republic

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dc.contributor.authorEger, Ludvík
dc.contributor.authorSuchánek, Petr
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2020-09-02T09:42:31Z
dc.date.available2020-09-02T09:42:31Z
dc.description.abstractCustomers 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.formattext
dc.identifier.doi10.15240/tul/001/2020-3-010
dc.identifier.eissn2336-5604
dc.identifier.issn1212-3609
dc.identifier.urihttps://dspace.tul.cz/handle/15240/157486
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
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dc.relation.ispartofEkonomie a Managementcs
dc.relation.ispartofEconomics and Managementen
dc.relation.isrefereedtrue
dc.rightsCC BY-NC
dc.subjectCustomer satisfactionen
dc.subjectretail mystery shoppingen
dc.subjectFacebook engagementen
dc.subjectenterprise performanceen
dc.subjectelectronics and communication equipmenten
dc.subject.classificationM21
dc.subject.classificationM31
dc.titleFace-to-face and Electronic Communication with Customers in Retailing and Company Performance: A Case Study in the Electronics and Communication Equipment Retail Industry in the Czech Republicen
dc.typeArticleen
local.accessopen
local.citation.epage172
local.citation.spage155
local.facultyFaculty of Economics
local.filenameEM_3_2020_10
local.fulltextyes
local.relation.abbreviationE+Mcs
local.relation.abbreviationE&Men
local.relation.issue23
local.relation.volume3
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