The impact of customer behaviour on the corporate competitiveness in the European environment

Abstract

Research background: Corporate competitiveness is closely connected with the competitive advantage. Contemporary developed European countries are characterised by being highly competitive. Thus, the competitive advantage is particularly bound by fulfilling the customer preferences and needs. However, there is a necessity to preserve and strengthen customer satisfaction and loyalty, in the long-run. Purpose of the article: In the current globalised world, there is apparent high pressure on the sustainable development of the whole society. This trend was shifted from the mere legislation scope to the society-wide discussion. However, the previous researches prove that this trend is not reflected in the real purchasing behaviour in Czechia. Thus, the main aim of this article is to explore the role of customer behaviour in the corporate competitiveness paradigm concerning the current trend of corporate social responsibility. Methods: Primary quantitative research is based on a questionnaire survey with Czech managers at the top and middle level. The data collection was conducted from April to June 2021 via personal interviewing. The questionnaire contained mainly close-ended questions. However, if it was relevant there were also used additional open-ended questions for a closer explanation of the question point. Findings & Value added: The results indicate that the Czech business mostly perceives as a key factor of corporate competitiveness innovation potential, not direct relationships with customers. However, this factor has a significant indirect connection with customer satisfaction. CSR has the lowest impact on corporate competitiveness according to the respondents. However, they predicate the upward trend of this factor, similar to the global environment.