SOCIAL RELATIONS AND ENVIRONMENTAL INFLUENCE AS A DETERMINANT OF CUSTOMER CAPITAL
Wieslawa Caputa ()
Additional contact information
Wieslawa Caputa: Silesian University of Technology
Oeconomia Copernicana, 2015, vol. 6, issue 2, pages 109-128
The article presents the influence of feedback and recommendations provided by the customers on the customer purchase behaviour along with the benefits resulting from the use of the customer feedback potential in the process of company value creation. On the basis of survey conducted on the beer market in Poland, it was demonstrated that the customer feedback and recommendations have a significant influence on the purchase behaviour and allow the cost reduction of customer communication. In the analysis of the results the statistical methods were used, including focus analysis, ANOVA test and factor analysis.
Keywords: customer; customer capital; company value; business relationships (search for similar items in EconPapers)
JEL-codes: A11 A14 B16 (search for similar items in EconPapers)
References: Add references at CitEc
Citations Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: http://EconPapers.repec.org/RePEc:pes:ieroec:v:6:y:2015:i:2:p:109-128
Access Statistics for this article
Oeconomia Copernicana is currently edited by Adam P. Balcerzak and Michal Moszynski
More articles in Oeconomia Copernicana from Institute of Economic Research Contact information at EDIRC.
Series data maintained by Adam P. Balcerzak ().