|
| |
|
|
Market Orientation and Customer Relationship Management
Frejková, Daniela ; Karlíček, Miroslav (referee) ; Stávková, Jana (referee) ; Světlík, Jaroslav (referee) ; Chalupský, Vladimír (advisor)
The doctoral thesis is concerned with Market Orientation (MO) and Customer Relationship Management (CRM). MO and CRM have been under permanent focus of both theoreticians and practitioners in recent years as they are considered to be important for long-term business success. Surprisingly, these two strategic concepts have been examined separately. What is missing is research that would systematically analyse the possible interdependence between MO and CRM. The main aim of the doctoral thesis is to evaluate the existence of interconnections between MO and CRM. This doctoral thesis has been prepared on the basis of secondary research, as well as primary research activities. Both qualitative and quantitative methods have been applied in order to obtain a more complex view on the topic. The main primary research of this thesis was conducted through a questionnaire survey among aerospace companies in the Czech Republic. The hypotheses were tested so as to support the partial objectives, as well. The findings constitute a valuable contribution to broaden the knowledge of MO and CRM. The doctoral thesis has revealed that MO and CRM are interconnected. A tool for CRM measurement was proposed, and the level of MO and CRM in the surveyed companies was determined. The barriers to the implementation of MO and CRM were identified, yet the actual application of these concepts in practice of companies has remained an issue. The conclusions and recommendations were formulated and the contributions to the theory, practice and education were highlighted. The findings offer the possibility of further expansion of research.
|
|
| |
|
| |
|
|
USING THE CONCEPT OF CUSTOMER LIFE-TIME VALUE IN STRATEGIC MANAGEMENT COMPANIES
Hanzelka, Michael ; Kozák, Vratislav (referee) ; Holcner, Vladan (referee) ; Světlík, Jaroslav (referee) ; Chalupský, Vladimír (advisor)
This paper aims to define methods for measuring CLV in the segment of internal customers of companies operating in the financial market. It's about finding such a method to determine the value of internal customers to predict and measure whether an internal customer pays off to the company. The standalone task is to quantify the internal customer's contributions to the overall value of the company. The area of CLV determination for internal customers of the company is not described in the literature. From this point of view, the determination of CLV internal customers in the strategic management system will be a major scientific achievement. Similarly to external customers (markets), as well as internal customers express greater or lesser affinities with their behavior and performance, in the first case the brand and in the latter case the employer. Therefore, CLV modeling for internal customers requires qualified predictions and expressions of a whole range of both hard (eg, cash flow indicators) and Soft (indicators of qualitative research such as loyalty) of indicators and their use in the calculation of CLV internal customers. An important prerequisite for CLV for both internal customers is their segmentation.
|
|
|
The perception of athletes with a disability, mainly Paralympians, by TV viewers
Macková, Veronika ; Němcová Tejkalová, Alice (advisor) ; Světlík, Jaroslav (referee) ; Válková, Hana (referee)
The dissertation focuses on the research of the audience and the perception of athletes with a disability, mainly Paralympians, in the Czech Television (Česká televize), which regularly broadcasts a program about disabled athletes called Paralympic Magazine. The topic also appears in other news programs (ČT24 and ČT sport). The research aims at showing the media image perception of the disabled sports by the television viewers. The theoretical level emphasises mainly the audience and athletes with a disability. The dissertation posed the following research questions: How do television viewers perceive athletes with a disability? Does the audience admire or regret them? What do viewers say about the presentation of disabled sports? Can we identify any differences between the presentation of athletes with and without a disability? Are life stories of athletes with a disability important in the reports? Does the Paralympic sport make sense? The focus group interviews were set to get an answer to the questions above. The audience (50 television viewers) was divided into five groups of ten. The first group consisted of people without a disability who had been watching the Paralympic Magazine and had no disabled person in their family. The second group was composed of people without a disability who did...
|
|
|
Impacts of Mediatization of the Internet and of Internetization of the Mass Media on Work of Czech Journalists.
Jirků, Jan ; Jirák, Jan (advisor) ; Němcová Tejkalová, Alice (referee) ; Světlík, Jaroslav (referee)
This dissertation thesis entitled Impacts of Mediatization of the Internet and of Internetization of the Mass Media on Work of Czech Journalists deals with current trends in media and journalism evolution. In the context of concepts of mediation, mediatization, remediation, media logic and actor-network-theory, it discusses two pairs of interconnected processes, one of which contains of processes of mediatization of the Internet and internetization of the mass media, and one of which contains of processes of media convergence and media hybridization that alltogether shape media and journalism in their current evolutional phase, and consequently affect the society as a whole. It focuses on the relationships among these four processes and points to their manifestations and implications that affect everyday journalistic work. It also brings results from research focused on concrete impacts of the observed processes to the journalist profession in the Czech Republic, that was also interested in the current attitudes of Czech journalists towards the technological development and changes of everyday work, and that was finally also examining the validity of claims or definitions that are offered by academics on current trends of media evolution. This research was similar to studies that were made on the...
|
|
|
USING THE CONCEPT OF CUSTOMER LIFE-TIME VALUE IN STRATEGIC MANAGEMENT COMPANIES
Hanzelka, Michael ; Kozák, Vratislav (referee) ; Holcner, Vladan (referee) ; Světlík, Jaroslav (referee) ; Chalupský, Vladimír (advisor)
This paper aims to define methods for measuring CLV in the segment of internal customers of companies operating in the financial market. It's about finding such a method to determine the value of internal customers to predict and measure whether an internal customer pays off to the company. The standalone task is to quantify the internal customer's contributions to the overall value of the company. The area of CLV determination for internal customers of the company is not described in the literature. From this point of view, the determination of CLV internal customers in the strategic management system will be a major scientific achievement. Similarly to external customers (markets), as well as internal customers express greater or lesser affinities with their behavior and performance, in the first case the brand and in the latter case the employer. Therefore, CLV modeling for internal customers requires qualified predictions and expressions of a whole range of both hard (eg, cash flow indicators) and Soft (indicators of qualitative research such as loyalty) of indicators and their use in the calculation of CLV internal customers. An important prerequisite for CLV for both internal customers is their segmentation.
|
|
| |
|
|
National image as a factor of competitiveness of Czech products
Veselá, Jitka ; Kita, Jaroslav (referee) ; Zich, Robert (referee) ; Nétek, Václav (referee) ; Světlík, Jaroslav (advisor)
The presented dissertation thesis deals with the issue of national image and its influence on increasing of competitiveness of domestic producers in the domestic wine market. Customers are currently affected by many factors that companies try to use to gain their competitive advantage and strengthen their competitive position in the market. The thesis is divided into three main parts. The first part defines the main objectives of the thesis, as well as the milestones, through which the main objective is accomplished. Furthermore, the research assumptions, which are verified on the basis of statistical hypotheses, are defined here and in the end, the research methods that will lead to the fulfilment of the main goal of this work are defined. This work combines several approaches to achieve the most accurate results. The second part summarizes the current literature point of view on the main topics of the work. It is divided into three sub-units, the first unit focuses on the definition, measurement and shaping of the national image. The second sub-unit deals with consumer behaviour, models of consumer behaviour according to the traditional and the modern concept and using online media to influence customer attitudes. The third sub-unit describes the concepts of competitiveness which are available in the literature. The third part is the research part. The research is carried out in the area of customers, producers and external organizations that are involved in raising awareness of domestic products of the wine industry on the domestic market. For each of the areas the key findings are set out at the conclusion, which are then followed by the creation of the concept of competitiveness usable in the wine industry and the creation of functioning communication models tailored to the specifics of the wine market.
|
guest ::
