Zachęty skłaniające konsumentów do dzielenia się wiedzą z organizacjami biznesowymi i publicznymi

• Autorzy: Ewa Ziemba , Monika Eisenbardt

Warianty tytułu

Incentives Encouraging Consumers to Share Knowledge with Business and Public Organizations

• Języki publikacji: PL

Abstrakty

Niniejszy artykuł składa się z czterech części. W części pierwszej opisano metodologię badań. W części drugiej dokonano przeglądu literatury przedmiotu, który stanowił podstawę do postawienia pytań badawczych. Część trzecia prezentuje wyniki badań dotyczące z jednej strony zachęt oczekiwanych przez konsumentów, a z drugiej strony zachęt, które proponują konsumentom przedsiębiorstwa i organizacje publiczne, aby pozyskać ich wiedzę. Część czwarta stanowi podsumowanie oraz wnioski płynące z badań. (fragment tekstu)

EN

Consumer knowledge is increasingly becoming an integral and important element of business strategy. A major challenge for enterprises involves motivating and encouraging consumers to share their knowledge. This problem is adressed by incentives linked to knowledge sharing activities of consumers. The purpose of this paper is, on the one hand, to investigate which incentives can encourage consumers to knowledge sharing as well as, on the other hand, to investigate which incentives enterprises and public organizations offer to consumers. The outcomes of two stages of the research have been combined in the paper. The results indicate that consumers expect a wider range of incentives than enterprises and public organizations can offer to them. Nonetheless, public organizations are closer to satisfying the expectations of consumers as to the offered incentives. The results also indicate that consumers expect material rewards (e.g. free gifts, souvenirs), monetary compensation as well as free samples of products whilst enterprises and public organizations offer them especially personal benefits, such as enhancing their expertise, status or recognition, being a part of the community, pride of excellence, as well as a possibility to learn more. (original abstract)

Słowa kluczowe

PL

Wiedza; Dzielenie się wiedzą; Konsument; Relacje przedsiębiorstwo-konsument; Przedsiębiorstwo; Organizacje publiczne; Badania konsumenckie; Badania ankietowe; Wyniki badań

EN

Knowledge; Knowledge sharing; Consumer; Enterprise-customer relationship; Enterprises; Public organisations; Consumer research; Questionnaire survey; Research results

• Czasopismo: Przegląd Organizacji
• Rocznik: 2017
• Numer: nr 8
• Strony: 16--22

Twórcy

autor

Ewa Ziemba

• Uniwersytet Ekonomiczny w Katowicach

autor

Monika Eisenbardt

• Uniwersytet Ekonomiczny w Katowicach

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Identyfikatory

DOI

10.33141/po.2017.08.03