publication . Bachelor thesis . 2014

The Consumer Choice in the E-Commerce Environment

Pražáková, Hana;
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  • Published: 01 Jan 2014
  • Country: Czech Republic
The bachelor thesis The Consumer Choice in the E-Commerce Environment analyzes factors influencing the loyalty of e-commerce customers. The first part of the thesis describes the current situation of the e-commerce market in the Czech Republic. The second part introduces concepts that are connected to the theory of the consumer choice and CRM in the e-commerce environment. The third empirical part uses the theoretical concepts to create an empirical model which examines how the behaviour loyalty is related to the customer's satisfaction, to the marketing tactics and to the characteristics of e-shops and customers. The satisfaction with the last purchase proved t...
ACM Computing Classification System: ComputingMilieux_COMPUTERSANDSOCIETY
free text keywords: spotřebitelský výběr; customer relationship management; loajalita; řízení vztahů se zákazníky; loyalty; spotřební chování; consumer behaviour; E-commerce; elektronické obchodování; consumer choice
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