SOCIAL RELATIONS AND ENVIRONMENTAL INFLUENCE AS A DETERMINANT OF CUSTOMER CAPITAL
Wieslawa Caputa ()
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Wieslawa Caputa: Silesian University of Technology
Oeconomia Copernicana, 2015, vol. 6, issue 2, 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)
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Persistent link: https://EconPapers.repec.org/RePEc:pes:ieroec:v:6:y:2015:i:2:p:109-128
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