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Strategie podniků v elektronickém obchodování z pohledu zákazníka
Svobodová, Martina
The diploma thesis focuses on the strategy of companies in electronic commerce from the customer's point of view. The main goal of the thesis is to evaluate the strategy of companies that focus on online sales of supplies for pets, based on their strategic behavior from the customer's point of view. In the theoretical part, the work is paid attention based on a literature search on electronic commerce, e-commerce, strategy, strategic management, and online shopping behavior. The practical part evaluates the factors that affect the customer's behavior when buying online supplies for pets in selected e-shops, and also evaluates selected indicators of financial analysis of the examined e-shops. From the obtained results, their strategic position was determined. At the end of the diploma thesis, based on factors influencing customer behavior and financial analysis indicators, recommendations for improving the current situation of companies are given.
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