Vliv osobnostních a demografických charakteristik zákazníků na jejich loajalitu

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dc.contributor.author Suchánek, Petr
dc.contributor.author Činčalová, Simona
dc.contributor.author Prokop, Martin
dc.date.accessioned 2020-02-05T13:23:45Z
dc.date.available 2020-02-05T13:23:45Z
dc.date.issued 2019
dc.identifier.issn 1211-555X (Print)
dc.identifier.issn 1804-8048 (Online)
dc.identifier.uri https://hdl.handle.net/10195/74588
dc.description.abstract 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. en
dc.format p. 115 - 125 (11 s.)
dc.language.iso cze
dc.publisher University of Pardubice en
dc.relation.ispartof Scientific papers of the University of Pardubice. Series D, Faculty of Economics and Administration. 47/2019 en
dc.rights open access en
dc.subject customer´s loyalty en
dc.subject demographic characteristics en
dc.subject personal characteristics en
dc.subject food industry en
dc.title Vliv osobnostních a demografických charakteristik zákazníků na jejich loajalitu cze
dc.title.alternative The influence of customer´s personal and demographic characteristics on their loyalty en
dc.type Article en
dc.peerreviewed yes en
dc.publicationstatus published en
dc.subject.jel L66
dc.subject.jel M31

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