An effective management strategy in today's highly competitive environment is
strengthening long-term relationships with customers. The essence of this strategy
is building and developing relationships with customers on the principle of mutual
benefit aiming to achieve higher customer satisfaction and loyalty. An important
role in strengthening the relationships with customers is played by information
technologies; in recent years the Internet has become increasingly important in
this area. This article presents the results of a primary qualitative research, which
focused on defining the appropriate forms and tools for strengthening customer
relationships in online pharmacies and the extent of their application in the Czech
Republic, evaluating their effectiveness and possibilities of their further use in
developing relationships with customers.
en
dc.format
p. 333–345
dc.language.iso
en
dc.publisher
University of Pardubice
en
dc.relation.ispartof
Scientific papers of the University of Pardubice. Series A, Faculty of Chemical Technology. 17/2011
en
dc.rights
open access
en
dc.title
Strengthening relationships with customers in online pharmacies as links of pharmaceutical value networks