Postrzeganie kosztów w kanałach dystrybucji usług

• Autorzy: Marcin Lipowski , Ilona Bondos

Warianty tytułu

The Costs Perception in Service Distribution Channels

• Języki publikacji: PL

Abstrakty

W warunkach gospodarki sieciowej upowszechnia się praktyka wielokanałowej sprzedaży usług. Celem rozważań jest zaprezentowanie percepcji różnych składników kosztu całkowitego nabycia usługi przez klienta i wskazanie znaczenia ceny w poszczególnych kanałach dystrybucji na tle innych kategorii kosztów. W części empirycznej zaprezentowano wyniki badania ankietowego dotyczącego postrzegania kosztów korzystania z usług w różnych kanałach sprzedaży (kanał off-line, on-line i telefoniczny). Autorzy sformułowali pytania badawcze odnoszące się do tej kwestii i wykazali m.in. istotną rolę kanału off-line w kształtowaniu ogólnego znaczenia poszczególnych składowych kosztu całkowitego oraz brak istotnej przewagi postrzeganej ceny nad pozacenowymi kosztami. (abstrakt oryginalny)

EN

Under the conditions of the network economy, multichannel service sales are becoming more popular. The aim of the article is to present the perception of various components of the total cost of service purchase and to indicate the price importance in different distribution channels in comparison to other cost categories. In the empirical part, the authors presented the results of a survey on the costs perception of using services in different sales channels (offline, online and telephone). The authors formulated research questions relating to this issue and showed, among others, the important role of offline channel in shaping the overall importance of individual components of the total cost, and the perceived lack of significant price advantage over non-price costs. (original abstract)

Słowa kluczowe

PL

Dystrybucja usług; Kanały dystrybucji; Ceny; Koszty

EN

Services distribution; Distribution channels; Prices; Costs

• Czasopismo: Handel Wewnętrzny
• Rocznik: 2016
• Numer: nr 2
• Strony: 41--50

Twórcy

autor

Marcin Lipowski

• Uniwersytet Marii Curie-Skłodowskiej w Lublinie

autor

Ilona Bondos

• Uniwersytet Marii Curie-Skłodowskiej w Lublinie

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