Wielowymiarowość zachowań obywatelskich konsumentów na przykładzie dzielenia się opiniami o markach

• Autorzy: Anna Dewalska-Opitek , Maciej Mitręga

Warianty tytułu

Multi-dimensionality of Customer Citizenship Behaviour on the Example of Word-of-Mouth

• Języki publikacji: PL

Abstrakty

W niniejszym artykule przedstawiono dzielenie się opinią z innymi konsumentami na temat marek jako jedną z form CCB, określono także typowe przykłady takich zachowań. Ponadto przyjęto założenie, że skłonność do dzielenia się opiniami na temat marek z innymi może być związana z określonymi odczuwanymi potrzebami samych konsumentów. Do tego celu posłużyła powszechnie znana klasyfikacja potrzeb według Abrahama Maslowa. Celem artykułu jest wypełnienie istniejącej, jeśli chodzi o takie ujęcie omawianego zagadnienia, luki w literaturze przedmiotu. Zależności te przeanalizowane zostały za pomocą analizy czynnikowej na podstawie wyników empirycznych badań własnych o charakterze eksploracyjnym. Te ostatnie były przeprowadzone wśród polskich konsumentów metodą sondażową z wykorzystaniem techniki ankietowej. W artykule przedstawiono wnioski z nich płynące, wskazano także kierunki dalszych badań w tym obszarze. (fragment tekstu)

EN

The paper presents customer citozenship behaviour (CCB) as an emerging and dynamic area of research in marketing science. CCB is considered to be a complex construct, consisting of several types of customer behaviours, positive word-of-mouth among them. The presented study explores an identyfies hierarchy of needs as factors stimulating customers' advocacy. Results of on-line consumer survey conducted among 161 Polish customers were applied to perform factor analysis. Conclusions were drawn and further research directions were also identified. (original abstract)

Słowa kluczowe

PL

Analiza czynnikowa; Zaangażowanie klienta; Marketing; Marka produktu; Zachowania klientów

EN

Factor analysis; Customer engagement; Marketing; Product brand; Customer behaviour

• Czasopismo: Przedsiębiorczość i Zarządzanie
• Rocznik: 2018
• Numer: t. 19, z. 5, cz. 1 Agile Commerce - inteligentne technologie w zastosowaniach
• Strony: 191--207

Twórcy

autor

Anna Dewalska-Opitek

• Uniwersytet Ekonomiczny w Katowicach

autor

Maciej Mitręga

• Uniwersytet Ekonomiczny w Katowicach

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