| Abstract [eng] |
Recently, when contemporary Information technology is getting more and more important in business and the sophistication of customers is increasing, leading to the higher quality requirements, maintaining and developing relationship with customers is becoming one of the most crucial company goal not only in traditional but also in digital environment. Due to the particularity of it, it is more difficult to preserve company-customer relationship in the digital environment and this poses certain requirements to the companies operating this way. It presupposes a scientific problem: how to control company-customer relationship in digital environment? The object: company-customer relationship retention in digital environment. The aim: to reveal the solutions of company-customer relationship retention in digital environment. The goal: to reveal the concepsion of relationship marketing and peculiarity of the company‘s customer relations in digital environment; to identify the dimensions of relationship marketing as well as life cycle stages of customer relationship existence in digital environment; to analyze empirical models of company-customer relationship retention in digital environment; to develop a theorically based empirical research methodology of company-customer relatonship retention; to evaluate the retention of consumer relationship of the e-commerce store pigu.lt. In the theorical part of this project, the analysis of scientific literature revealed the importance of marketing dimensions in order to retent relationship between the company and it‘s customers in digital environment. The scientific insight has enabled to create theoretically based conceptual model of the company-customer retention in digital environment. In the practical part of the work developed research methodology, which makes it possible to empirically identify the company-customer relationship retention affecting factors. Empirically tested company-customer relationship retention in the digital space model has allowed to highlight that one of the main factors affecting e-commerce store pigu.lt relationship with customers is the service quality which manifests itself through technological factors such as personalization, responsiveness and assurance. The perceived value of customers has a significant impact on company-customer relationship retention of e-commerce store pigu.lt, which is expressed through the company's expertise, communication, perceived switching costs. Important direct determinant of pigu.lt company-customer relationship retention - relationship quality, which is expressed through customer trust, commitment and satisfaction. |
