Oczekiwania nabywców finalnych dotyczące relacji łączących ich z oferentami

• Autorzy: Agnieszka Izabela Baruk , Anna Goliszek

Warianty tytułu

Expectations of Final Purchasers Concerning the Relations Between Them and Offerors

• Języki publikacji: PL

Abstrakty

Podstawowym celem artykułu jest zatem określenie znaczenia relacji między nabywcami i oferentami oraz roli, jaką odgrywają w tych relacjach nabywcy. W procesie jego realizacji do przygotowania teoretycznej części artykułu zastosowano metodę analizy poznawczo-krytycznej literatury przedmiotu, zaś do przygotowania części empirycznej wykorzystano metodę badania ankietowego (do zebrania danych pierwotnych) oraz metody analizy statystycznej (do opracowania zebranych danych i wnioskowania statystycznego). (fragment tekstu)

EN

The article has the theoretical-empirical character. The main goal of this work is defining the meaning of relations between offerors and final purchasers and the role played by them in these relations. In the theoretical part the method of cognitive-critical analysis of literature is applied. It has allowed to identify the cognitive and research gap in the scope of analysing the final purchasers' expectations on mutual relations with offerors and expectations on offerors' activities aiming to build mentioned relations. On the base of the literature analysis two research hypotheses are formulated. In the empirical part the method of questionnaire survey is applied (to gather primary data) and methods of statistical analysis (to check the research hypotheses). The results of this analysis show that there are statistically significant dependences between expectations concerning time horizon of mutual relations and expectations concerning offerors' activities aiming to build these relations. There are also statistically significant dependences between the first variable and the respondents' opinions on the way of treating the purchasers by offerors. The both hypotheses can't be rejected. (original abstract)

Słowa kluczowe

PL

Nabywca końcowy; Zachowania konsumenta; Relacje z klientami; Marketing partnerski

EN

Final buyer; Consumer behaviour; Relationships with customers; Partnership marketing

• Czasopismo: Przedsiębiorczość i Zarządzanie
• Rocznik: 2018
• Numer: t. 19, z. 9, cz. 3 Współczesny marketing i zarządzanie - problemy, wyzwania, szanse i perspektywy
• Strony: 153--168

Twórcy

autor

Agnieszka Izabela Baruk

• Politechnika Łódzka

autor

Anna Goliszek

• Uniwersytet Przyrodniczy w Lublinie

Bibliografia

• Agrawal A.K., Rahman Z. (2015), Roles and Resource Contributions of Customers in Value Co-creation, "International Strategic Management Review", vol. 3, iss. 1-2, ss. 144-160.
• Baldwin C., Hippel E. (2011), Modelling a paradigm shift: from producer innovation to user and open collaborative innovation, "Organization Science", vol. 22, no. 6, ss. 1399-1417.
• Brown M., Pope N., Voges K. (2003), Buying or browsing? An exploration of shopping orientations and online purchase intention, "European Journal of Marketing", vol. 37, ss. 1666-1684.
• Buehler P., Maas P. (2016), Towards a collaborative relationship between consumers and producers: Enhancing consumer's perceived empowerment to reduce perceived risk in complex service situations, Conference: ICMI 2016, Paris.
• Choi H., Burnes B. (2013), The internet and value co-creation: the case of the popular music industry, "Prometheus. Critical Studies in Innovation", vol. 31, iss. 1, ss. 35-53.
• Felix E. (2015), Marketing Challenges of Satisfying Consumers Changing Expectations and Preferences in a Competitive Market, "International Journal of Marketing Studies", vol. 7, no. 5, ss. 41-52.
• Furaiji F., Łatuszyńska M., Wawrzyniak A. (2012), An Empirical Study of the Factors influencing Consumer Behaviour in the Electric Appliances Market, "Contemporary Economics", vol. 6, iss. 3, ss. 76-86.
• Ghanbari M., Yasemi M., Abasi E. (2017), The Intermediate Role of Brand Loyalty in the Relationship between Consumer Value and Purchase Intention, "International Review of Management and Marketing", vol. 7, no. 4, ss. 116-121.
• Ha L., Yun G.W. (2014), Digital Divide in Social Media Prosumption: Proclivity, Production Intensity, and Prosumer Typology among College Students and General Population, "Journal of Communication and Media Research", vol. 6, no. 1, ss. 45-62.
• Islam J.U., Rahman Z., Hollebeek L.D. (2017), Personality factors as predictors of online consumer engagement: An empirical investigation, "Marketing Intelligence & Planning", vol. 35, ss. 510-528.
• Martinez-Canas R., Ruiz-Palomino P., Linuesa-Langreo J., Blazquez-Resino J.J. (2016), Consumer Participation in Co-creation: An Enlightening Model of Causes and Effects Based on Ethical Values and Transcendent Motives, "Frontiers in Psychology", vol. 7, ss. 1-17.
• Morwitz V. (2014), Consumers' Purchase Intentions and their Behavior, "Foundations and Trends in Marketing", vol. 7, no. 3, ss. 181-230.
• Moslehpour M., Pham V.K., Wong W.-K., Bilgiçli I. (2018), E-purchase Intention of Taiwanese Consumers: Sustainable Mediation of Perceived Usefulness and Perceived Ease of Use, "Sustainability", vol. 10, ss. 234-250.
• Su C.T., Cherb T., Shab D.Y. (2006), Linking innovative Product Development with Customer Knowledge: A Data Mining Approach, "Technovation", vol. 26, ss. 784-795.