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Pricing of IT Goods
Kacina, Michal ; Janoušek, Vladimír (referee) ; Květoňová, Šárka (advisor)
The thesis contains the theoretical basis for study of possibilities of pricing information goods. The source areas are microeconomics, marketing, competitive advantage and economics of information goods. The model of market is created with constraints defined on the ground of theoretical basis. The thesis analyzes requirements that define the system that supports the choice of pricing strategy. It includes detailed design of the prototype of such system. The prototype is designed with robustness because of the future improvements. The design describes the prototype's input parameters and their transformation into useful outputs that cover basic characteristics of information goods. The designed prototype is implemented. The thesis includes demonstration of the prototype and possible directions for improvements that lead to validity of proposed model of market.
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The Impact of Switching Costs on the Customer Satisfaction-Loyalty Link: Mobile Phone Service in the Czech Republic
Jiráková, Zuzana ; Polák, Petr (advisor) ; Doležel, Pavel (referee)
This thesis seeks to explain the dynamics influencing customer loyalty in the Czech market for mobile phone services. Customer loyalty is an important concept in such a saturated market where acquisition of new customers nearly always merits convincing them to leave their current provider, so customer retention is a more adequate strategy to ensure business prosperity. Structural equation modeling is employed in order to build a reliable model which would explain the relationships among the concepts of customer satisfaction, customer loyalty, service quality, and the role of switching costs. The results yield supporting evidence for the positive relationship between service quality and customer satisfaction, as well as the positive relationship between customer satisfaction and customer loyalty. There is no conclusive evidence for the impact of switching costs on the satisfaction-loyalty link.
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Customer Loyalty Benefits: Three Views
Kuš, Martin ; Koubek, Ivo (advisor) ; Lopušník, Ondřej (referee)
UNIVERZITA KARLOVA V PRAZE FAKULTA SOCIÁLNÍCH VĚD Institut ekonomických studií Martin Kuš Trojí pohled na zákaznické věrnostní programy Bakalářská práce Praha 2011 Abstract This thesis describes the mechanism of customer loyalty programmes from several views. We have defined few main objectives. The first objective is to introduce reader to loyalty programmes from the marketing perspective. The next aim is to describe the impact of customer loyalty programmes on firms and customers from the perspective of microeconomic theory. The third objective is to compare conclusions of theoretical models with the results of relevant empirical analyses. The last aim is to depict customer loyalty programmes as a principal-agent problem and draw the conclusions.
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Pricing of IT Goods
Kacina, Michal ; Janoušek, Vladimír (referee) ; Květoňová, Šárka (advisor)
The thesis contains the theoretical basis for study of possibilities of pricing information goods. The source areas are microeconomics, marketing, competitive advantage and economics of information goods. The model of market is created with constraints defined on the ground of theoretical basis. The thesis analyzes requirements that define the system that supports the choice of pricing strategy. It includes detailed design of the prototype of such system. The prototype is designed with robustness because of the future improvements. The design describes the prototype's input parameters and their transformation into useful outputs that cover basic characteristics of information goods. The designed prototype is implemented. The thesis includes demonstration of the prototype and possible directions for improvements that lead to validity of proposed model of market.
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Economy of Religion and Conversion
Zehnalová, Simona ; Potužák, Pavel (advisor) ; Mičúch, Marek (referee)
This work defines religion market as a network industry when at a certain level of switching costs can lead in individual's locking up in the current group and thus prevent his conversion. First, the participating individual's utility function is defined. It is largely influenced by the probability which the individual attaches to the existence of God and afterlife. The study shows, that at sufficiently high level of social capital, it is advantageous to participate for rationally minded individuals although they are not believers. The empirical part demonstrates the effect of specific religious and social capitals on individual's decision to convert through the logit model. This influence is positive, compared to original expectations (i.e. the higher the social and specific capital, the higher the tendency to convert). It can confirm the thesis that the influence of these individual's growth of specific capital is causing higher demand for more strict organizations which eliminate free-riders and provide higher social capital.
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