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Customer engagement in marketing management
SOLAROVÁ, Petra
The dissertation is focused on customer engagement which is defined as a certain activity when a company creates convenient possibilities and opportunities actively in order to involve customers who will be willing to express themselves to chosen companies' matters. It is obvious that it depends on the customers, whether they will participate or not. Both the company and the customer must be able to identify certain value that they obtain for them through their activity. The main goal of the thesis was creating a proposal in the form of a methodology, how to implement the chosen way of customer engagement with regard to the marketing management of retail companies. For purposes of the dissertation, the chosen way of customer engagement was obtaining customer feedback. During research interviews with entrepreneurs and managers, it was found out that it is just customer feedback that is one of the important topics in retail. In order to fulfil the main goal, the basis was a transposition of both theoretical pieces of knowledge and newly gained findings from own empirical research, concerning customer engagement within entrepreneurial subject's management. There were three partial goals that present a sequence of steps how to fulfil the mentioned main goal: (A) to identify particular ways of customer engagement in retail, (B) to find out how the chosen way of customer engagement is used in business practice in retail, and (C) to determine links between marketing management and the chosen way of customer engagement. There were used data from entrepreneurial subjects in retail and from customers as well. The result of fulfilling the main goal is the created methodology, how to work with customer feedback. It has three main sections: obtaining, processing and using of customer feedback. It is possible to consider the created methodology as a set of recommended directions for use how to develop and deepen relationships with customers. It is also an answer to the behaviour of contemporary customers who are not only passive receivers but they are active creators and influencers of actions around them.
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