Understanding current and potential customers´ behaviour is one of the key factors of marketing efficiency and it brings competitive advantage. Companies usually classify their customers and create client groups with similar characteristic features. Such grouping activity is called segmentation...

The paper deals with building customer loyalty through loyalty programmes in online stores (e-shops) and makes a comparison with standard retail chains. The fi rst part is based on a survey of customer attitudes towards loyalty programmes in the online environment and a survey of customer...

Social Networking Sites are a phenomenon of the times. For example, the largest of them, Facebook, has more than 798 million users worldwide. Unfortunately, not much is known about the usage of Social Networking Sites in the European context. This study tries to reduce the gap. The study...

Word-of-Mouth, i.e. informal conversations and recommendations of people about products and services, has a powerful impact on customer decision-making. This study analyzes the fundamentals of this phenomenon in order to provide a better understanding of how Word-of-Mouth works and how it can be...