Vliv osobnostních a demografických charakteristik zákazníků na jejich loajalitu
ČlánekOtevřený přístuppeer-reviewedpublishedDatum publikování
2019
Vedoucí práce
Oponent
Název časopisu
Název svazku
Vydavatel
University of Pardubice
Abstrakt
The paper deals with the influence of several personal factors on customer
loyalty, which is one of the main tools of the company´s competitiveness. The aim of the
article is to find out whether there is a relationship between selected personality and
demographic characteristics and customer loyalty. The research was conducted on a
sample of 1530 customers (final consumers) from 102 food industry companies in the
Czech Republic. The research was conducted using a cross-comparison method with
relevant statistical tests. Research results show that customer loyalty is related to the
demographic characteristics examined (especially gender, income and education) and
some personality traits (especially the approach to buying cheap things and optimism).
Research shows that women are more loyal than men, then optimists and people who
are not so rich that they can buy cheap things. On the contrary, with increasing income
and education loyalty is rather falling.
Rozsah stran
p. 115 - 125 (11 s.)
ISSN
1211-555X (Print)
1804-8048 (Online)
1804-8048 (Online)
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Projekt
Zdrojový dokument
Scientific papers of the University of Pardubice. Series D, Faculty of Economics and Administration. 47/2019
Vydavatelská verze
Přístup k e-verzi
open access
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Klíčová slova
customer´s loyalty, demographic characteristics, personal characteristics, food industry