Open AccessSocial relations and environmental influence as a determinant of customer capital
Author(s) -
Wiesława Caputa
Publication year - 2015
Publication title -
oeconomia copernicana
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.59
H-Index - 13
eISSN - 2353-1827
pISSN - 2083-1277
DOI - 10.12775/oec.2015.015
Subject(s) - customer lifetime value , business , marketing , customer value , customer profitability , customer retention , value (mathematics) , customer equity , customer advocacy , process (computing) , economics , microeconomics , computer science , statistics , mathematics , service quality , profit (economics) , service (business) , operating system
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.