ESSENTIAL FACTORS FOR BUILDING CUSTOMER RELATIONSHIPS ON FACEBOOK: EVIDENCE FROM THE CZECH REPUBLIC

Simple item page
dc.contributor.authorBartók, Ottó
dc.contributor.authorMatošková, Jana
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2022-06-07T07:48:08Z
dc.date.available2022-06-07T07:48:08Z
dc.description.abstractE-commerce has become an integral part of the modern age. The behaviour of e-commerce customers has some specifics, which is useful for firms to understand. As customers’ trust and willingness to accept risk influence the decision to buy a product in e-commerce, it is evident that some unique factors must be in e-commerce which is needed to pay attention to be a successful seller. One of the trends affecting how to manage relations with customers is the use of firm profiles on social networks. This paper identifies factors related to the company’s Facebook profile that influence customer Satisfaction and Loyalty in e-commerce. Furthermore, non-traditional factors such as Self-efficacy or Data security are used. The study provides a primary basis for further research in this area. Data collection was done among e-commerce customers using a questionnaire survey (n = 602). For data analysis, structural equation modelling (SEM) was used. The determined construct contained a total of 9 variables. The findings confirmed that the following factors affect customer satisfaction and loyalty: the perceived usefulness and the amount of information on the Facebook company profile, the perceived Credibility of information given on this profile, the Data security offered by the social network, customer Self-efficacy and Ease of use of the given social network. The results supported the idea that it is possible to build relationships with customers in e-commerce via social networks. To offer credible information in an adequate frequency on the company profile is essential. Furthermore, it is helpful to consider customers’ perceived safety and Self-efficacy, which have also proven to be important in the online environment. These results can serve business practice.en
dc.formattext
dc.identifier.doi10.15240/tul/001/2022-2-009
dc.identifier.eissn2336-5604
dc.identifier.issn1212-3609
dc.identifier.urihttps://dspace.tul.cz/handle/15240/164991
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
dc.relation.isbasedonAboobucker, I., & Bao, Y. (2018). What obstruct customer acceptance of internet banking? Security and privacy, risk, trust and website usability and the role of moderators. The Journal of High Technology Management Research, 29(1), 109–123. https://www.doi.org/10.1016/j.hitech.2018.04.010
dc.relation.isbasedonAlhabash, S., & Ma, M. (2017). A Tale of Four Platforms: Motivations and Uses of Facebook, Twitter, Instagram, and Snapchat among College Students? Social Media + Society, 3(1), 205630511769154. https://www.doi.org/10.1177/2056305117691544
dc.relation.isbasedonAppel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2019). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://www.doi.org/10.1007/s11747-019-00695-1
dc.relation.isbasedonArnaboldi, V., Conti, M., Passarella, A., & Dunbar, R. I. (2017). Online Social Networks and information diffusion: The role of ego networks. Online Social Networks and Media, 1, 44–55. https://www.doi.org/10.1016/j.osnem.2017.04.001
dc.relation.isbasedonBagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94. https://www.doi.org/10.1007/bf02723327
dc.relation.isbasedonBandura, A. (1982). Self-efficacy mechanism in human agency. American Psychologist, 37(2), 122–147. https://www.doi.org/10.1037/0003-066x.37.2.122
dc.relation.isbasedonBertino, E. (2016). Editorial: Introduction to Data security and Privacy. Data Science and Engineering, 1(3), 125–126. https://www.doi.org/10.1007/s41019-016-0021-1
dc.relation.isbasedonBianchi, C., & Andrews, L. (2012). Risk, trust, and consumer online purchasing behaviour: A Chilean perspective. International Marketing Review, 29(3), 253–275. https://www.doi.org/10.1108/02651331211229750
dc.relation.isbasedonBowen, J. T., & McCain, S.-L. C. (2015). Transitioning loyalty programs. International Journal of Contemporary Hospitality Management, 27(3), 415–430. https://www.doi.org/10.1108/ijchm-07-2014-0368
dc.relation.isbasedonBrown, J., Broderick, A. J., & Lee, N. (2007). Word of mouth communication within online communities: Conceptualizing the online social network. Journal of Interactive Marketing, 21(3), 2–20. https://www.doi.org/10.1002/dir.20082
dc.relation.isbasedonBucko, J., Kakalejčík, L., & Ferencová, M. (2018). Online shopping: Factors that affect consumer purchasing behaviour. Cogent Business & Management, 5(1). https://www.doi.org/10.1080/23311975.2018.1535751
dc.relation.isbasedonButler, B. S., & Matook, S. (2015). Social Media and Relationships. In The International Encyclopedia of Digital Communication and Society (pp. 1–12). Hoboken, NJ: John Wiley & Sons. https://www.doi.org/10.1002/9781118767771.wbiedcs097
dc.relation.isbasedonChari, S., Christodoulides, G., Presi, C., Wenhold, J., & Casaletto, J. P. (2016). Consumer Trust in User-Generated Brand Recommendations on Facebook. Psychology & Marketing, 33(12), 1071–1081. https://www.doi.org/10.1002/mar.20941
dc.relation.isbasedonChen, L., & Holsapple, C. W. (2013). E-business adoption research: State of the art. Journal of Electronic Commerce Research, 14(3), 261–286.
dc.relation.isbasedonCheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229–247. https://www.doi.org/10.1108/10662240810883290
dc.relation.isbasedonChitty, B., Ward, S., & Chua, C. (2007). An Application of the ECSI Model as a Predictor of Satisfaction and Loyalty for Backpacker Hostels. Marketing Intelligence & Planning, 25(6), 563–580. https://doi.org/10.1108/02634500710819941
dc.relation.isbasedonDash, S., & Saji, K. B. (2008). The Role of Consumer Self-Efficacy and Website Social-Presence in Customers Adoption of B2C Online Shopping. Journal of International Consumer Marketing, 20(2), 33–48. https://www.doi.org/10.1300/j046v20n02_04
dc.relation.isbasedonde Valck, K. D., Bruggen, G. H. V., & Wierenga, B. (2009). Virtual communities: A marketing perspective. Decision Support Systems, 47(3), 185–203. https://www.doi.org/10.1016/j.dss.2009.02.008
dc.relation.isbasedonDebatin, B., Lovejoy, J. P., Horn, A.-K., & Hughes, B. N. (2009). Facebook and Online Privacy: Attitudes, Behaviors, and Unintended Consequences. Journal of Computer-Mediated Communication, 15(1), 83–108. https://www.doi.org/10.1111/j.1083-6101.2009.01494.x
dc.relation.isbasedonDong, X., & Wang, T. (2018). Social tie formation in Chinese online social commerce: The role of IT affordances. International Journal of Information Management, 42, 49–64. https://www.doi.org/10.1016/j.ijinfomgt.2018.06.002
dc.relation.isbasedonDowning, C. E., & Liu, C. (2014). Assessing web site usability in retail electronic commerce. Journal of International Technology and Information Management, 23(1), 27–40.
dc.relation.isbasedonField, A. (2013). Discovering Statistics Using IBM SPSS Statistics: And Sex and Drugs and Rock‘n’Roll (4th ed.). Thousand Oaks, CA: SAGE Publications.
dc.relation.isbasedonFink, M., Koller, M., Gartner, J., Floh, A., & Harms, R. (2020). Effective entrepreneurial marketing on Facebook – A longitudinal study. Journal of Business Research, 113, 149–157. https://www.doi.org/10.1016/j.jbusres.2018.10.005
dc.relation.isbasedonFornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://www.doi.org/10.2307/3151312
dc.relation.isbasedonFreedman, S., & Jin, G. Z. (2017). The information value of online social networks: Lessons from peer-to-peer lending. International Journal of Industrial Organization, 51, 185–222. https://www.doi.org/10.1016/j.ijindorg.2016.09.002
dc.relation.isbasedonGolbeck, J., & Mauriello, M. (2016). User Perception of Facebook App Data Access: A Comparison of Methods and Privacy Concerns. Future Internet, 8(4), 9. https://www.doi.org/10.3390/fi8020009
dc.relation.isbasedonHair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis. London: Pearson.
dc.relation.isbasedonHajiheydari, N., Maskan, B. H., & Ashkani, M. (2017). Factors Affecting Loyalty of Mobile Social Networks’ Users. International Journal of E-Business Research, 13(1), 66–81. https://doi.org/10.4018/ijebr.2017010104
dc.relation.isbasedonHelm, S., & Tolsdorf, J. (2013). How Does Corporate Reputation Affect Customer Loyalty in a Corporate Crisis? Journal of Contingencies and Crisis Management, 21(3), 144–152. https://www.doi.org/10.1111/1468-5973.12020
dc.relation.isbasedonHendra, L. (2017). Impact of Brand Image, Product Quality and Self-efficacy on Purchase Decisions on Private Label Rights Products. An Empirical Study Expert Journal of Business and Management, 5(2), 74–82.
dc.relation.isbasedonHussain, S., Melewar, T. C., Priporas, C.-V., Foroudi, P., & Dennis, C. (2020). Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility. Journal of Business Research, 109, 472–488. https://www.doi.org/10.1016/j.jbusres.2019.11.079
dc.relation.isbasedonKainda, R., Fléchais, I., & Roscoe, A. W. (2010). Security and Usability: Analysis and Evaluation. In 2010 International Conference on Availability, Reliability and Security (pp. 275–282). Krakow, Poland. https://www.doi.org/10.1109/ares.2010.77
dc.relation.isbasedonKalia, P., Kaur, N., & Singh, T. (2017). Consumer satisfaction in e-shopping: An overview. Indian Journal of Economics and Development, 13(2a), 569. https://www.doi.org/10.5958/2322-0430.2017.00132.9
dc.relation.isbasedonKarpińska-Krakowiak, M. (2016). The Effects of Social Networking Sites on Consumer–Brand Relationships. Journal of Computer Information Systems, 56(3), 204–210. https://www.doi.org/10.1080/08874417.2016.1153894
dc.relation.isbasedonKeller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. The Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
dc.relation.isbasedonKline, R. B. (2010). Principles and Practice of Structural Equation Modeling (3rd ed.). New York, NY: Guilford Press.
dc.relation.isbasedonKressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59(9), 955–964. https://www.doi.org/10.1016/j.jbusres.2006.06.001
dc.relation.isbasedonKuo, Y., & Feng, L. (2013). Relationships among community interaction characteristics, perceived benefits, community commitment, and oppositional brand loyalty in online brand communities. International Journal of Information Management, 33(6), 948–962.
dc.relation.isbasedonLampe, C., Vitak, J., Gray, R., & Ellison, N. (2012). Perceptions of Facebook’s value as an information source. In Proceedings of the 2012 ACM Annual Conference on Human Factors in Computing Systems – CHI 12 (pp. 3195–3204). https://www.doi.org/10.1145/2207676.2208739
dc.relation.isbasedonLange, D., Lee, P. M., & Dai, Y. (2011). Organizational reputation: A review. Journal of Management, 37(1), 153–184. https://www.doi.org/10.1177/0149206310390963
dc.relation.isbasedonLeninkumar, V. (2017). The Relationship between Customer Satisfaction and Customer Trust on Customer Loyalty. International Journal of Academic Research in Business and Social Sciences, 7(4), 450–465. https://doi.org/10.6007/ijarbss/v7-i4/2821
dc.relation.isbasedonLi, C.-Y., & Ku, Y.-C. (2018). The power of a thumbs-up: Will e-commerce switch to social commerce? Information & Management, 55(3), 340–357. https://www.doi.org/10.1016/j.im.2017.09.001
dc.relation.isbasedonLi, R., & Suh, A. (2015). Factors Influencing Information credibility on Social Media Platforms: Evidence from Facebook Pages. Procedia Computer Science, 72, 314–328. https://www.doi.org/10.1016/j.procs.2015.12.146
dc.relation.isbasedonLin, X., Wang, X., & Hajli, N. (2019). Building E-Commerce Satisfaction and Boosting Sales: The Role of Social Commerce Trust and Its Antecedents. International Journal of Electronic Commerce, 23(3), 328–363. https://www.doi.org/10.1080/10864415.2019.1619907
dc.relation.isbasedonLissitsa, S., & Kol, O. (2016). Generation X vs. Generation Y – A decade of online shopping. Journal of Retailing and Consumer Services, 31, 304–312. https://doi.org/10.1016/j.jretconser.2016.04.015
dc.relation.isbasedonMaecker, O., Barrot, C., & Becker, J. U. (2016). The effect of social media interactions on customer relationship management. Business Research, 9(1), 133–155. https://www.doi.org/10.1007/s40685-016-0027-6
dc.relation.isbasedonMalhotra, N. (2012). Conference Note. Metamorphosis: A Journal of Management Research, 11(1), 7–8. https://www.doi.org/10.1177/0972622520120103
dc.relation.isbasedonMcEwan, B. (2017). Navigating New Media Networks: Understanding and Managing Communication Challenges in a Networked Society (Studies in New Media). Washington, DC: Lexington Books.
dc.relation.isbasedonMcWilliam, G. (2000). Building Stronger Brands through Online Communities. SLOAN Management Review, 41(3), 43–54.
dc.relation.isbasedonMoliner, M. A., Sánchez, J., Rodríguez, R. M., & Callarisa, L. (2007). Perceived relationship quality and post‐purchase perceived value. European Journal of Marketing, 41(11/12), 1392–1422. https://www.doi.org/10.1108/03090560710821233
dc.relation.isbasedonMoorgan, L. S. (2013). Handbook of Causal Analysis for Social Research. In Handbooks of Sociology and Social Research. Dordrecht: Springer. https://doi.org/10.1007/978-94-007-6094-3
dc.relation.isbasedonNawi, N. C., Mamun, A. A., Nasir, N. A., & Muniady, R. (2019). Factors Affecting the Adoption of Social Media as a Business Platform: A Study among Student Entrepreneurs in Malaysia. Vision: The Journal of Business Perspective, 23(1), 1–11. https://doi.org/10.1177/0972262918821200
dc.relation.isbasedonNisar, T. M., & Whitehead, C. (2016). Brand interactions and social media: Enhancing user loyalty through social networking sites. Computers in Human Behavior, 62, 743–753. https://www.doi.org/10.1016/j.chb.2016.04.042
dc.relation.isbasedonOliver, R. L. (2010). Satisfaction: A Behavioral Perspective on the Consumer. New York, NY: Routledge. https://doi.org/10.4324/9781315700892
dc.relation.isbasedonOng, C.-S., Chang, S.-C., & Lee, S.-M. (2013). Website satisfaction dimensions: Factors between satisfaction and dissatisfaction. Information Development, 29(4), 299–308. https://www.doi.org/10.1177/0266666912466400
dc.relation.isbasedonPark, N., Kee, K. F., & Valenzuela, S. (2009). Being Immersed in Social Networking Environment: Facebook Groups, Uses and Gratifications, and Social Outcomes. CyberPsychology & Behavior, 12(6), 729–733. https://www.doi.org/10.1089/cpb.2009.0003
dc.relation.isbasedonPerrin, A., & Anderson, M. (2020, July 31). Share of U.S. adults using social media, including Facebook, is mostly unchanged since 2018. Retrieved November 03, 2020, from https://www.pewresearch.org/fact-tank/2019/04/10/share-of-u-s-adults-using-social-media-including-facebook-is-mostly-unchanged-since-2018
dc.relation.isbasedonPilík, M. (2013). Selected factors influencing customers’ behaviour in e-commerce on B2C markets in the Czech Republic. In Proceedings of the 7th European Conference on IS Management and Evaluation (ECIME 2013) (pp. 121–128). Sopot: Academic Conferences Ltd.
dc.relation.isbasedonPollack, B. L. (2013). Satisfaction and Customer Loyalty Link: The Moderating Role of Service Locus of Control. Services Marketing Quarterly, 34(1), 18–33. https://www.doi.org/10.1080/15332969.2013.739878
dc.relation.isbasedonRahman, N. A., Sakip, S. R. M., & Nayan, N. M. (2016). Physical Qualities and Activities for a User-friendly Shopping Street in the Context of a Malaysian City. Procedia – Social and Behavioral Sciences, 222, 196–202. https://www.doi.org/10.1016/j.sbspro.2016.05.147
dc.relation.isbasedonRathore, S., Sharma, P. K., Loia, V., Jeong, Y.-S., & Park, J. H. (2017). Social network security: Issues, challenges, threats, and solutions. Information Sciences, 421, 43–69. https://www.doi.org/10.1016/j.ins.2017.08.063
dc.relation.isbasedonSabaitytė, J., Davidavičienė, V., Straková, J., & Raudeliūnienė, J. (2018). Decision Tree Modelling of E-consumers’ Preferences for Internet Marketing Communication Tools During Browsing. E&M Economics and Management, 22(1), 206–221. https://www.doi.org/10.15240/tul/001/2019-1-014
dc.relation.isbasedonSageder, M., Mitter, C., & Feldbauer‐Durstmüller, B. (2016). Image and reputation of family firms: a systematic literature review of the state of research. Review of Managerial Science, 12(1), 335–377. https://www.doi.org/10.1007/s11846-016-0216-x
dc.relation.isbasedonSharma, G., & Lijuan, W. (2015). The effects of online service quality of e-commerce Websites on user satisfaction. The Electronic Library, 33(3), 468–485. https://www.doi.org/10.1108/el-10-2013-0193
dc.relation.isbasedonStatista.com. (2020, June 08). E-commerce revenue forecast in Europe from 2017 to 2024, by segment (in billion U.S. dollars). Retrieved October 30, 2020, from https://www.statista.com/forecasts/715678/e-commerce-revenue-in-europe-fashion-by-segments
dc.relation.isbasedonThakur, R. (2018). The role of self-efficacy and customer satisfaction in driving loyalty to the mobile shopping application. International Journal of Retail & Distribution Management, 46(3), 283–303. https://www.doi.org/10.1108/ijrdm-11-2016-0214
dc.relation.isbasedonTokunaga, R. S. (2011). Social networking site or social surveillance site? Understanding the use of interpersonal electronic surveillance in romantic relationships. Computers in Human Behavior, 27(2), 705–713. https://www.doi.org/10.1016/j.chb.2010.08.014
dc.relation.isbasedonTurban, E., King, D., Lee, J. K., Liang, T.-P., & Turban, D. C. (2015). Electronic Commerce: A Managerial and Social Networks Perspective. In Springer Texts in Business and Economics. Cham: Springer. https://doi.org/10.1007/978-3-319-10091-3
dc.relation.isbasedonTzavlopoulos, Ι., Gotzamani, K., Andronikidis, A., & Vassiliadis, C. (2019). Determining the impact of e-commerce quality on customers’ perceived risk, satisfaction, value and loyalty. International Journal of Quality and Service Sciences, 11(4), 576–587. https://doi.org/10.1108/ijqss-03-2019-0047
dc.relation.isbasedonVenkatesh, V. (2000). Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model. Information Systems Research, 11(4), 342–365. https://doi.org/10.1287/isre.11.4.342.11872
dc.relation.isbasedonVoorveld, H. A., Noort, G. V., Muntinga, D. G., & Bronner, F. (2018). Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type. Journal of Advertising, 47(1), 38–54. https://www.doi.org/10.1080/00913367.2017.1405754
dc.relation.isbasedonWillman, A. S. (2019). Use of Web 2.0 tools and social media for continuous professional development among primary healthcare practitioners within the Defence Primary Healthcare: a qualitative review. BMJ Military Health, 166, 232–235. https://www.doi.org/10.1136/jramc-2018-001098
dc.relation.isbasedonZamazalová, M. (2008). Spokojenost zákazníka [Customer satisfaction]. Acta Oeconomica Pragensia, 16(4), 76–82. https://www.doi.org/10.18267/j.aop.135
dc.relation.isbasedonZhang, J., & Bloemer, J. M. (2008). The Impact of Value Congruence on Consumer-Service Brand Relationships. Journal of Service Research, 11(2), 161–178. https://www.doi.org/10.1177/1094670508322561
dc.relation.isbasedonZhu, F., & Zhang, X. (2010). Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics. Journal of Marketing, 74(2), 133–148. https://doi.o g/10.1509/jm.74.2.133
dc.relation.isbasedonZillmann, D. (2000). Mood management in the context of selective exposure theory. In M. E. Roloff (Ed.), Communication Yearbook 23. London: Routledge.
dc.relation.ispartofEkonomie a Managementcs
dc.relation.ispartofEconomics and Managementen
dc.relation.isrefereedtrue
dc.rightsCC BY-NC
dc.subjectsocial networksen
dc.subjecte-commerceen
dc.subjectcustomersen
dc.subjectbehaviouren
dc.subjectfactorsen
dc.subject.classificationM30
dc.subject.classificationM31
dc.titleESSENTIAL FACTORS FOR BUILDING CUSTOMER RELATIONSHIPS ON FACEBOOK: EVIDENCE FROM THE CZECH REPUBLICen
dc.typeArticleen
local.accessopen
local.citation.epage151
local.citation.spage134
local.facultyFaculty of Economics
local.filenameEM_2_2022_9
local.fulltextyes
local.relation.abbreviationE+Mcs
local.relation.abbreviationE&Men
local.relation.issue2
local.relation.volume25
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
EM_2_2022_09.pdf
Size:
666.54 KB
Format:
Adobe Portable Document Format
Description:
článek
Download
Collections
Číslo 2