Informacja

Drogi użytkowniku, aplikacja do prawidłowego działania wymaga obsługi JavaScript. Proszę włącz obsługę JavaScript w Twojej przeglądarce.

English (EN)·Polski (PL)·Yкраїнський (UK)
Przejdź do strony domowej biblioteki Centralna Biblioteka Wojskowa Link otwiera się w nowym oknie Logo biblioteki Prolib Integro - strona głównaCentralna Biblioteka Wojskowa

Wyszukujesz frazę "service experience" wg kryterium: Temat

  Lista filtrów
Wyrównaj
Wyświetlanie 1-15 z 19
Tytuł:
The Role of Personal Commitment in Association Between Aerospace Education and Service Experience Through Quality Design: A Moderated Mediation Model
Autorzy:
Uyoga, Diane
Bonuke, Ronald
Powiązania:
https://bibliotekanauki.pl/articles/36828859.pdf
Data publikacji:
2023
Wydawca:
Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
Tematy:
aerospace education
quality design
personal commitment
service experience
moderated mediation
Opis:
This study investigates whether personal commitment moderates the effect of aerospace education on service experience through quality design. A cross-sectional study using a close-ended questionnaire was administered to a sample of 174 aviation students of Moi University, Kenya. Moderated mediation analyses were conducted using the PROCESS macro in order to investigate the relationship among variables. The results showed that the association between aerospace education and service experience was significant, and this association was mediated by quality design. The mediated effect of quality design was moderated by personal commitment. Based on the findings, companies involved in aviation should focus on improving the good environment of the service encounter (i.e., education, quality design and commitment) to enhance service experience. The findings made a contribution in terms of allowing us to understand the factors that can enhance service experience in the aviation industry.
Źródło:
Transactions on Aerospace Research; 2023, 3 (272); 1-15
0509-6669
2545-2835
Pojawia się w:
Transactions on Aerospace Research
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Telecom Operator’s Approach to QoE
Autorzy:
Kowalik, Karol
Andruloniw, Paweł
Partyka, Bartosz
Zwierzykowski, Piotr
Powiązania:
https://bibliotekanauki.pl/articles/2142309.pdf
Data publikacji:
2022
Wydawca:
Instytut Łączności - Państwowy Instytut Badawczy
Tematy:
quality of experience
quality of service
Opis:
Telecommunication networks are ever more frequently relying on artificial intelligence and machine learning techniques to detect specific use patterns or potential errors and to take automated decisions when these are encountered. This concept requires that methods be employed to measure the level of quality of a given telecommunication service, i.e. to verify quality of service (QoS) metrics. In a broader context, methods assessing the entire user experience (quality of experience – QoE) are required as well. In this article, various approaches to assessing QoS, QoE and the related metrics are presented, with a view to implement these at an FTTH network operator in Poland. Since this article presents the architecture of the system used to analyze QoE performance based on a number of QoS metrics collected by the operator, we also provide a comprehensive introduction to the QoS and QoE metrics used herein.
Źródło:
Journal of Telecommunications and Information Technology; 2022, 2; 26--34
1509-4553
1899-8852
Pojawia się w:
Journal of Telecommunications and Information Technology
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Subjective Assessment for Standard Television Sequences and Videotoms - H.264/AVC Video Coding Standard
Autorzy:
Trzcianowski, Ł
Powiązania:
https://bibliotekanauki.pl/articles/307813.pdf
Data publikacji:
2015
Wydawca:
Instytut Łączności - Państwowy Instytut Badawczy
Tematy:
digital television
IPTV
quality of experience
quality of service
video-toms
Opis:
This paper presents comparison of videotoms and standard television sequences in terms of image distortions and perceived subjective quality affected by H.264/AVC compression with changed bit rate. Results from initial tests, performed as laboratory exercise can be a reference to show scale of diversity in both level of degradation and Mean Opinion Score (MOS) evaluation. Results and comments included in this paper give overview on the codec in uence on videotoms and can suggest approach for further tests and experiments.
Źródło:
Journal of Telecommunications and Information Technology; 2015, 1; 37-41
1509-4553
1899-8852
Pojawia się w:
Journal of Telecommunications and Information Technology
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Quality Expectations of Mobile Subscribers
Autorzy:
Gilski, P.
Stefański, J.
Powiązania:
https://bibliotekanauki.pl/articles/307922.pdf
Data publikacji:
2015
Wydawca:
Instytut Łączności - Państwowy Instytut Badawczy
Tematy:
cellular networks
mobile communication
quality of experience
quality of service
wireless communication
Opis:
Mobile systems, by nature, have finite resources. Radio spectrum is limited, expensive and shared between many users and services. Mobile broadband networks must support multiple applications of voice, video and data on a single IP-based infrastructure. These converged services each have unique traffic holding and quality requirements. A positive user experience must be obtained through efficient partitioning of the available wireless network resources. The 3rd Generation Partnership Project (3GPP) has developed a comprehensive Quality of Service (QoS) parameter to address this problem. The regular control of service quality is critical for operators to ensure user Quality of Experience (QoE), establish new business models and monetize services. It enables operators to employ fair-use resource policies and maintain network performance during peak traffic times. Wireless mobile communication is tending towards an integrated system of Internet and telecommunication technologies, where mobile users move freely anytime and everywhere. They desire to communicate with any device using the best service available. In this paper QoS management issues in mobile communication are described. The authors present an insight into subscriber behavior and related factors that affect the QoE of mobile data services.
Źródło:
Journal of Telecommunications and Information Technology; 2015, 1; 15-19
1509-4553
1899-8852
Pojawia się w:
Journal of Telecommunications and Information Technology
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Digital Audio Broadcasting or Webcasting: A Network Quality Perspective
Autorzy:
Gilski, P.
Stefański, J.
Powiązania:
https://bibliotekanauki.pl/articles/308048.pdf
Data publikacji:
2016
Wydawca:
Instytut Łączności - Państwowy Instytut Badawczy
Tematy:
broadcast technology
mobile communications
quality of experience
quality of service
wireless communication
Opis:
In recent years, many alternative technologies of delivering audio content have emerged, with different advantages and disadvantages. In this paper pros and cons of digital audio broadcasting and webcasting transmission techniques in a network quality perspective are described. A case study of user expectations with respect to currently available services is analyzed, and the perceived quality of real digital broadcasted and webcasted radio stations is examined.
Źródło:
Journal of Telecommunications and Information Technology; 2016, 1; 9-15
1509-4553
1899-8852
Pojawia się w:
Journal of Telecommunications and Information Technology
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Exploring transformational customer experience in digital banking: an exploratory study
Autorzy:
Skubis, Ida
Akahome, Joy E.
Powiązania:
https://bibliotekanauki.pl/articles/27314576.pdf
Data publikacji:
2022
Wydawca:
Politechnika Śląska. Wydawnictwo Politechniki Śląskiej
Tematy:
customer experience
customer service
digital banking
doświadczenie klienta
obsługa klienta
bankowość cyfrowa
Opis:
Introduction/background: The increase in digital banking in Nigeria has made it easy for customers to experience self-service. The shift towards digital banking means that banks marketing systems will change, which makes it important for banks to understand the service quality dimensions of digital banking on customer experience. The following study was conducted as a qualitative case study to provide a grounded and more versatile understanding of the context-based phenomenon of customer experience of digital banking using three generations of customers. Aim of the paper: This study aims to explore customer digital banking experiences in terms of advancements, transformational journey of digital banking and challenges for customers. Materials and methods: A semi-structured interviews conducted from 25 digital banking customers from Nigeria about their experiences with digital banking. The interviews were thematically analyzed to produce themes around customer experiences. Results and conclusions: The findings of this study revealed customer digital banking experiences, the advancements through digital banking (convenient, comfort, paperless economy), digital banking transformational experiences (delightful, modern, transparent, reliable), and challenges (network infrastructure, electric power supply). The study contributes to bank marketing research in terms of customer experience in digital banking service. It explores the experiences of customer digital banking service which is important for banking marketing and theory advancements. Introduction/background: The increase in digital banking in Nigeria has made it easy for customers to experience self-service. The shift towards digital banking means that banks marketing systems will change, which makes it important for banks to understand the service quality dimensions of digital banking on customer experience. The following study was conducted as a qualitative case study to provide a grounded and more versatile understanding of the context-based phenomenon of customer experience of digital banking using three generations of customers. Aim of the paper: This study aims to explore customer digital banking experiences in terms of advancements, transformational journey of digital banking and challenges for customers. Materials and methods: A semi-structured interviews conducted from 25 digital banking customers from Nigeria about their experiences with digital banking. The interviews were thematically analyzed to produce themes around customer experiences. Results and conclusions: The findings of this study revealed customer digital banking experiences, the advancements through digital banking (convenient, comfort, paperless economy), digital banking transformational experiences (delightful, modern, transparent, reliable), and challenges (network infrastructure, electric power supply). The study contributes to bank marketing research in terms of customer experience in digital banking service. It explores the experiences of customer digital banking service which is important for banking marketing and theory advancements.
Źródło:
Organizacja i Zarządzanie : kwartalnik naukowy; 2022, 3; 97--112
1899-6116
Pojawia się w:
Organizacja i Zarządzanie : kwartalnik naukowy
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
The importance of customer experience for service enterprises
Znaczenie doświadczeń klientów dla przedsiębiorstw usługowych
Autorzy:
Dąbrowska, Anna
Janoś-Kresło, Mirosława
Powiązania:
https://bibliotekanauki.pl/articles/1058727.pdf
Data publikacji:
2019-09-30
Wydawca:
Polskie Wydawnictwo Ekonomiczne
Tematy:
customer experience
service enterprises
decision-making process
doświadczenie klienta
przedsiębiorstwa usługowe
proces decyzyjny
Opis:
The growing significance of services in the economy and household consumption (consumers), as well as increased competition in this market should draw attention of service enterprises in order to build positive customer experience. The experience gained by the client after contacting a service company affects the decision-making process as well as the decisions themselves. It also shapes the opinions of consumers concerning a company, its offer and employees at various levels of hierarchy. Also, more and more frequently we may observe that experience is becoming a new paradigm in services. In this article, the authors pose a question whether the ideas of experience marketing can be applied in market activity of service enterprises. In order to address the query, the researchers referred to the findings of empirical studies carried out in 2017 and 2019, which concerned the perception of services provided to two groups of respondents: singles aged 60+. In their considerations, the authors also analysed the results of surveys conducted in 2011 examining the opinions of the employees of service companies concerning their clients.
Wzrost znaczenia usług w życiu gospodarczym i w konsumpcji gospodarstw domowych (konsumentów), a także wzrost konkurencji na tym rynku powinny zwracać uwagę przedsiębiorstw usługowych na budowanie pozytywnych doświadczeń klientów. Doświadczenia wyniesione przez klienta z kontaktu z przedsiębiorstwem usługowym skutkują przebiegiem procesu decyzyjnego, późniejszymi decyzjami, a także kształtowaniem opinii o przedsiębiorstwie, jego ofercie i pracownikach różnych szczebli. Coraz częściej wskazuje się, że doświadczenie staje się nowym paradygmatem w usługach. W artykule postanowiono pytanie, czy idee marketingu doświadczeń znajdują zastosowanie w rynkowej działalności przedsiębiorstw usługowych. Odpowiedzi poszukiwano w wynikach badań empirycznych zrealizowanych w latach 2017 i 2019, poprzez pytania dotyczące postrzegania świadczeń usługowych przez respondentów będących singlami w wieku 60+, oraz w 2011 roku, kiedy zapytano pracowników przedsiębiorstw usługowych o klientów.
Źródło:
Marketing i Rynek; 2019, 9; 15-25
1231-7853
Pojawia się w:
Marketing i Rynek
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
An analysis into early customer experiences of self-service checkouts: Lessons for improved usability
Autorzy:
Turner, Jason J
Szymkowiak, Andrea
Powiązania:
https://bibliotekanauki.pl/articles/125603.pdf
Data publikacji:
2019
Wydawca:
Politechnika Białostocka. Oficyna Wydawnicza Politechniki Białostockiej
Tematy:
self-service checkout
retail
control
customer experience
kasa samoobsługowa
sprzedaż
kontrola
doświadczenie klienta
Opis:
The research aims to examine the perceptions of relative novice users of self-service checkouts (SSCOs) and if these perceptions change before, during and following use. Employing a diary approach with 31 respondents relatively unfamiliar with SSCOs, the research will document their experiences with this technology across stationary, hardware and grocery stores in two Scottish cities (Glasgow and Dundee). Findings suggest that the majority of respondents were motivated to use the technology because of time saving and convenience. However, the actual experience of using SSCOs was not always considered quicker when compared to staffed checkouts because of technical issues, lack of staff assistance and the impersonal, sometimes stressful and controlled nature of the cramped SSCO environment. Following post-use reflections, the majority of respondents’ opinions did not change from their initial perceptions and indicated that they would prefer not to use the technology in the future. Based on the findings, this study makes some practical suggestions centring on the design and usability of SSCOs, which may go some way to reducing customer dissatisfaction and frustration with the technology, especially from the perspective of new users of the technology.
Źródło:
Engineering Management in Production and Services; 2019, 11, 1; 36-50
2543-6597
2543-912X
Pojawia się w:
Engineering Management in Production and Services
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Impact of Signaling System Performance on QoE in Next Generation Networks
Autorzy:
Batalla, J. M.
Śliwiński, J.
Tarasiuk, H.
Burakowski, W.
Powiązania:
https://bibliotekanauki.pl/articles/308179.pdf
Data publikacji:
2009
Wydawca:
Instytut Łączności - Państwowy Instytut Badawczy
Tematy:
call setup delay
class of service
heterogeneous networks
next generation networks
quality of experience
quality of service
signaling system
Opis:
The first experience of quality by multimedia applications' users takes place during the setup phase of a new connection. If the setup phase is not accepted or "slowly accepted", the confidence of the user decreases. The user becomes more sensitive when he/she pays the connections with assured quality of service (QoS). In this case, the process of call request should be also accomplished with QoS guarantees. This paper presents the signaling sub-system implemented within the EuQoS system. The EuQoS signaling process follows main assumptions of next generation networks (NGN) architecture and performs tasks related with codec agreement between multimedia end users, admission control and resource reservation functions. In this paper, we present analytical, simulation and experimental results showing the impact of signaling system performance on quality of experience (QoE) for the potential users of multi-layer EuQoS system. In particular, the presented approach aims at ensuring user QoE of the connection setup phase by ensuring QoS for transferring signaling messages by the network.
Źródło:
Journal of Telecommunications and Information Technology; 2009, 4; 124-137
1509-4553
1899-8852
Pojawia się w:
Journal of Telecommunications and Information Technology
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Creating Hotel Services from a Perspective of Extraordinary Customer Experience
Kształtowanie usługi hotelarskiej przez pryzmat wyjątkowych doświadczeń klientów
Формирование гостиничной услуги сквозь призму исключительного опыта клиентов
Autorzy:
Gołąb-Andrzejak, Edyta
Gębarowski, Marcin
Powiązania:
https://bibliotekanauki.pl/articles/562612.pdf
Data publikacji:
2018
Wydawca:
Polski Instytut Ekonomiczny
Tematy:
hotel service
experience economy
experience marketing
customer
experience management
extraordinary experience
usługa hotelarska
gospodarka doświadczeń
marketing doświadczeń
zarządzanie doświadczeniem
klienta
wyjątkowe doświadczenie
гостиничная услуга
экономика опыта
маркетинг опыта
управление опытом клиента
исключительный опыт
Opis:
This conceptual article aims to explore the process of providing hotel services in the context of requirements arising from the experience economy. Both the concept of experience marketing and the concept of customer experience management provided a theoretical framework for the discussion. Based on a review of literature and conclusions derived from hotel managers’ experiences, a research model is proposed, which may be of some importance for researchers, as it may serve as a basis for future studies relating to hotel services. On the other hand, as far as practitioners are concerned, this model may be a starting point for developing a range of hotel services that stand out in the market and fully meet the expectations of contemporary customers, who are orientated towards extraordinary experience. The developed model demonstrates that hotel services consist of many so-called touch points where experiences should be examined, and each of these moments of contact with the brand should be incorporated into an integrated process of hotel guest experience management.
Celem artykułu jest eksploracja procesu świadczenia usługi hotelarskiej w kontekście wymagań wynikających z realiów gospodarki doświadczeń. Ramy teoretyczne dla prowadzonych rozważań stanowiły: koncepcja marketingu doświadczeń i koncepcja zarządzania doświadczeniem klienta. Na podstawie przeglądu piśmiennictwa i wniosków wynikających z doświadczeń menadżerów hoteli, zaproponowano model badawczy, który dla naukowców może stanowić podstawę przyszłych badań dotyczących usług hotelarskich. Z kolei dla praktyków model ten może stanowić punkt wyjścia przy kształtowaniu takiej oferty hoteli, które silnie będą wyróżniać się na rynku i w pełni spełnią oczekiwania współczesnych klientów, ukierunkowanych na zdobywanie wyjątkowych doświadczeń. Zbudowany model pokazał, że usługi hotelarskie składają się z wielu tzw. punktów styku, w których powinno się badać doznania, a każdy z tych momentów kontaktu z marką powinien zostać włączony w zintegrowany proces zarządzania doświadczeniem gości hotelowych.
Цель статьи – изучить процесс предоставления гостиничной услуги в контексте требований, вытекающих из реалий экономики опыта. Теоретические рамки для проводимых рассуждений представляла концепция маркетинга опы- та и концепция управления клиентским опытом. На основе обзора литературы и выводов, вытекающих из опыта менеджеров гостиниц, предложили исследовательскую модель, которая для научных работников может быть основой будущего изучения гостиничных услуг. С другой стороны, для практиков эта модель может быть отправной точкой при формировании такого предложения гостиниц, которые будут сильно выделяться на рынке и полностью выполнят ожидания современных клиентов, нацеленных на приобретение исключительного опыта. Построенная модель показала, что гостиничные услуги состоят из многих так называемых точек соприкосновения, в которых следует изучать впечатления, а каждая из этих точек соприкосновения с маркой должна быть включена в интегрированный процесс управления опытом гостиничных гостей.
Źródło:
Handel Wewnętrzny; 2018, 4 (375) tom I; 89-100
0438-5403
Pojawia się w:
Handel Wewnętrzny
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Quality Aspects in Digital Broadcasting and Webcasting Systems: Bitrate versus Loudness
Autorzy:
Gilski, P.
Gajewski, S.
Stefański, J.
Powiązania:
https://bibliotekanauki.pl/articles/308210.pdf
Data publikacji:
2017
Wydawca:
Instytut Łączności - Państwowy Instytut Badawczy
Tematy:
broadcast technology
mobile communication
quality of experience
quality of service
webcast technology
wireless communication
Opis:
In this paper the quality aspects of bitrate and loudness in digital broadcasting and webcasting systems are examined. The authors discuss a survey concerning user preferences related with processing and managing audio content. The coding efficiency of a popular audio format is analyzed in the context of storing media. An objective study on a representative group of signal samples, as well as a subjective study of the perceived quality of real-time broadcasted and webcasted radio programs are performed.
Źródło:
Journal of Telecommunications and Information Technology; 2017, 2; 26-31
1509-4553
1899-8852
Pojawia się w:
Journal of Telecommunications and Information Technology
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Quality of experience in the context of mobile applications
Autorzy:
Nawrocki, P.
Śliwa, A.
Powiązania:
https://bibliotekanauki.pl/articles/305633.pdf
Data publikacji:
2016
Wydawca:
Akademia Górniczo-Hutnicza im. Stanisława Staszica w Krakowie. Wydawnictwo AGH
Tematy:
quality of experience (QoE)
mobile application
mobile device
Android system
quality of service (QoS)
Opis:
Mobile devices are among the most-popular means of browsing the Internet, sending and receiving e-mail, and sharing content on social networks. People use mobile devices and the applications installed on them in different situations throughout the day. In order to ensure that users are satisfied with a mobile application, its author has to ensure a high Quality of Experience level. The problem of automatic evaluation of the QoE parameter is a very interesting research area. Quality of Experience is a broad issue and requires the analysis of many aspects not only graphical user interfaces but also, inter alia, Quality of Service and user ratings.
Źródło:
Computer Science; 2016, 17 (3); 371-385
1508-2806
2300-7036
Pojawia się w:
Computer Science
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Pre-service teacher self-efficacy in Poland and Slovakia
Autorzy:
Zamkowska, Anna
Depešová, Jana
Sałata, Elżbieta
Powiązania:
https://bibliotekanauki.pl/articles/22657928.pdf
Data publikacji:
2023-12-31
Wydawca:
Wydawnictwo Adam Marszałek
Tematy:
pre-service teachers
self-efficacy
Polska
Slovakia
course of study
year of studies
field experience
Opis:
The level of preparation of teachers before they enter the profession is an important factor affecting the level of culture of future generations and, consequently, the society as a whole. This preparation requires not only the proper implementation of the curriculum, but also the acquisition of self-efficacy skills. So far, the self-efficacy of pre-service teachers has been studied with respect to different variables. However, there is a lack of satisfactory comparative research among students from Poland and Slovakia, the countries of slightly different approach to preparation of pre-service teachers. To fill this gap, a comparative study of 355 Polish and 198 Slovakian university students was conducted using Tschannen-Moran and Woolfolk Hoy Teachers’ Sense of Efficacy Scale. The purpose of the research was to determine which variables, including the country (Poland, Slovakia), course, form, year of study and participation in the field experience correlate significantly with the sense of efficacy of pre-service teachers. The obtained results indicate a satisfactory consistency between the Polish and the Slovakian version of the Teachers’ Sense of Efficacy Scale. The research revealed a significantly higher self-evaluation among Polish university students and students of early childhood education. Part-time students with field experience evaluated themselves higher than full time students. The results emphasize that it is important to place high demands on future teachers and create appropriate conditions to improve their teaching and self-evaluative abilities.
Źródło:
Edukacja Międzykulturowa; 2023, 23, 4; 56-71
2299-4106
Pojawia się w:
Edukacja Międzykulturowa
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Subjective and Objective Comparative Study of DAB+ Broadcast System
Autorzy:
Gilski, P.
Stefański, J.
Powiązania:
https://bibliotekanauki.pl/articles/177540.pdf
Data publikacji:
2017
Wydawca:
Polska Akademia Nauk. Czytelnia Czasopism PAN
Tematy:
audio quality assessment
broadcasting
digital audio broadcasting
quality of experience
quality of service
radio communication
Opis:
Broadcasting services seek to optimize their use of bandwidth in order to maximize user’s quality of experience. They aim to transmit high-quality digital speech and music signals at the lowest bitrate. They intend to offer the best quality under available conditions. Due to bandwidth limitations, audio quality is in conflict with the number of transmitted radio programs. This paper analyzes whether the quality of real-time digital DAB+ broadcasted radio programs surpasses the quality offered by analog FM radio. We also perform a subjective and objective quality assessment comparative study of the HE-AAC v2 audio codec used in DAB+. The subjective studies were carried out using the MOS test methodology, whereas the objective tests were realized using the ViSQOLAudio metric. These studies were followed by a questionnaire concerning the migration from analog to digital radio domain.
Źródło:
Archives of Acoustics; 2017, 42, 1; 3-11
0137-5075
Pojawia się w:
Archives of Acoustics
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Marketing tradycyjny, relacji i doświadczeń marek usługowych i produktowych – komunikacja z konsumentem na portalu Facebook
Traditional Marketing, Relationship Marketing and Experiential Marketing of Services and Product Brands: Communication with the Consumer on Facebook Portal
Autorzy:
Stangierska, Dagmara
Górska-Warsewicz, Hanna
Powiązania:
https://bibliotekanauki.pl/articles/526062.pdf
Data publikacji:
2016
Wydawca:
Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
Tematy:
traditional marketing
relationship marketing
experience marketing
brand
product
service
marketing tradycyjny
relacji
doświadczeń
marka
produkt
usługa
Opis:
The aim of the study was to show selected aspects of communication activity in the field of traditional marketing, relationship marketing and experience marketing based on the example of four brands (two product brands and two service ones). The marketing activity of product brands (Pepsi and Coca-Cola) as well as service ones (KFC i McDonald’s) on Facebook in three months (August–October 2015) were analyzed. The results of qualitative and quantitative research show that more active marketing communication was related with product brands compared with service ones. On service brands profiles, companies more often used communications qualifying as relationship and experience marketing
Celem opracowania było pokazanie wykorzystania przekazów komunikacji w ramach marketingu tradycyjnego, marketingu relacji i marketingu doświadczeń na przykładzie czterech marek żywnościowych (dwóch produktowych i dwóch usługowych). Przeanalizowano aktywność marketingową marek produktowych Pepsi i Coca-Cola oraz marek usługowych KFC i McDonald’s w okresie trzech miesięcy (sierpień–październik 2015 r.) na portalu społecznościowym Facebook. Wyniki badania ilościowego i jakościowego wykazały, iż dla analizowanych marek produktowych prowadzono w analizowanym okresie aktywniejszą komunikację marketingową z klientami niż dla marek usługowych. Na profilach marek produktowych częściej wykorzystywano komunikaty o charakterze marketingu doświadczeń i relacji.
Źródło:
Problemy Zarządzania; 2016, 1/2016 (58), t.2; 125-137
1644-9584
Pojawia się w:
Problemy Zarządzania
Dostawca treści:
Biblioteka Nauki
Artykuł
Wyświetlanie 1-15 z 19

Ta witryna wykorzystuje pliki cookies do przechowywania informacji na Twoim komputerze. Pliki cookies stosujemy w celu świadczenia usług na najwyższym poziomie, w tym w sposób dostosowany do indywidualnych potrzeb. Korzystanie z witryny bez zmiany ustawień dotyczących cookies oznacza, że będą one zamieszczane w Twoim komputerze. W każdym momencie możesz dokonać zmiany ustawień dotyczących cookies