The aim of this paper was to analyze the main factors that affect green consumers’ choice regarding the purchase of organic agriculture products. The data collected through a survey of 559 green consumers were analyzed using explanatory factor analysis, the Relative Importance Index, and logistic regression. The results point out eleven main factors related to the offerings on the organic agriculture market that predominantly drive green consumers’ purchasing decisions. The Relative Importance Index identified health benefits that stem from a specific way of production as the main purchasing motive. This was also confirmed by the results of logistic regression, which showed that a respondent who buys organic agricultural products on a daily basis is approximately 71.5% less likely to disagree with the claim that organic products are healthier than non-organic, compared to a consumer who purchases organic products several times a week or month. However, as these benefits cannot be empirically confirmed, green consumers look for official labels on the product packaging. In order to assure the product quality, more than half of them find out very important information about producers: whether they have a product quality certificate (69.5%), how many years they are engaged in production (56.2%), and whether they have specific product packaging (54.9%). The Relative Importance Index also revealed that the main purchasing barriers that consumers face are scarce offerings and an insufficient development of the distribution channel, which were ranked in first and second place. The price as a barrier is of less importance. About 30.8% of the respondents are willing to pay up to 20% higher prices for organic food compared to conventional food, while 39.4% of them would pay even up to 40% higher prices. Based on the given results, there are clear suggestions for creating a sustainable marketing strategy for organic agriculture products as the main prerequisite for an increase of healthy food choices and fostering the future development of organic agriculture businesses at the local and global levels.

Based on the OECD research from 2020, tourism is one of the biggest and fast-growing sectors of the world economy. Tourism plays a key role in job creation as well as in added value creation. In 2018, the revenue from tourism in Slovakia totaled EUR 2.7 billion, which is EUR 4.7% more than the year before, where the mentioned refers to 3% GDP and 27.6% of the services-related exports. The authors drew their attention to identifying some marketing communication tools’ impact on the castle museum attendance in Slovakia and analyzed the degree and dynamics of the communication structure implementation in the context of cultural heritage. In general, 5840 cultural tourists were interviewed during three restricted cycles: 2006–2009, 2011–2014, and 2016–2019; the interviewing was held through the questionnaires only during the summer seasons. The study herein shows that the quality perception of the carried out offline marketing communication activities and the visit intention itself have significant influence on the interest of customers in repeated visits to castle museums.

The idea of sustainable development links business, environmental and social objectives into one integrated effort aiming to meet a common goal. Due to the influence of current developments in customer behaviour companies revise their business strategies towards more sustainably oriented ways of production, business practices, resource efficiency, waste disposal, building partnerships, communication effectiveness etc. Market with telecommunication services is affected by technology development. Growing demands of customers result in re-evaluation of marketing routine. The main purpose of the research is to identify the change in customers’ approaches and satisfaction with offered products, enterprise processes, and business strategy as a result of implementing Customer Relationship Management in 2014 and subsequently in 2018 with the dependence on socio-demographic characteristics. Customers’ opinions were investigated using a questionnaire. Respondents were selected by direct sampling with contingent valuation. Sample set consisted of 3,282 respondents. Following the results, the fact that there are changes in approaches of customers in investigated areas in terms of gender and age as a result of implementing the Customer Relationship Management can be stated. The customers’ satisfaction with provided services improved. In order to serve the new and constantly evolving needs of the growing number of customers who care about social and environmental issues, the companies are required to permanently monitor their performance on the market and incorporate customer feedback as in input for evaluation of their internal processes. In terms of marketing, positive changes in approach, satisfaction with the quality of provided services and reduced service time were observed. In terms of business strategy, the changes in connection strategy, the effect of customer-driven strategy and services provided by call centres abroad are perceived in positive way. Keywords: sustainability, economical sustainability, marketing, Customer Relationship Management, telecommunication company.

Scientific and technological progress has influenced all areas of public life, as well as human resources management. Modern technologies enable us to obtain information easily and effortlessly. Recruitment is a process which aims to ensure a sufficient number of suitable candidates on time and at the lowest cost. In addition to classic methods used by enterprises in the recruiting process, new ways have been gradually developed. These modern methods include social networks which are currently used by almost everybody. Our purpose is to define the potential and usability of social networks for employers at small and medium-sized enterprises. The authors of the article used a questionnaire to collect research data in 2016. The sampling unit consists of university students and graduates because young people mostly use social networks, in particular to search for available jobs. A total of 392 respondents were involved in the research including 211 respondents from Slovakia and 181 respondents from other countries. The respondents were university students and graduates from 16 Slovak universities and 24 foreign universities established in Austria, Great Britain, Hungary, Italy, Lithuania, the Netherlands, Poland, Sweden and the USA. Following the outcomes of the research, there exist statistically significant differences mainly between the use and evaluation of social networks, which are relevant to the perception of advantages and use of social networks while searching for jobs by Slovak and foreign university students and graduates. All the respondents see advantages and the potential of social networks in the case when such networks are used to search for jobs. Based on the results obtained, we may conclude that the social networks which recruiters in Slovakia should focus on when looking for employees include Facebook, Google+, Pokec, Skype and YouTube. In addition to classic methods of recruiting applicants, HR specialists should use the aforementioned social networks. The reason is that these social networks are the most used in Slovakia. Social networks provide great potential and are increasingly used by recruiters, too. At the same time, we found that only 3.32% of the Slovak respondents significantly use social networks in their search for jobs.The most frequent answer was searching for jobs through friends' recommendations. This option was used by 52.13% of the Slovak and 62.43% of the foreign respondents. The evaluation of social networks by the Slovak and the foreign respondents was not statistically significant. However, a significant difference was observed in the evaluation of advantages of social networks mainly in the «low time consumption», «a lot of information in one place», «availability» and «quick feedback». Such advantages were crucial for the Slovak respondents. As part of the future potential of social networks, the opinion of the Slovak and the foreign respondents was highly similar. Social networks have growing popularity since the time they were launched. When respondents use social net...

Instead of aiming to achieve as many members as possible, it is important to focus on retaining customers, which is achieved with the support of loyalty programmes. As the tourism and hospital industries have become the fastest growing sectors in the world, hotels have realised the potential to focus on their loyal customers. A qualitative approach was adopted to explore the attractiveness of loyalty programmes to Chinese consumers and the challenges of such programmes in the hospitality industry. The aim of this paper is to identify which aspects of a loyalty programme in the hospitality industry are perceived as attractive to Chinese customers. This qualitative research highlights the perspective of industry leaders such as general managers and executives working in the club lounges of five-star hotels in Suzhou as well as loyalty programme consultants with a focus on China. The qualitative research findings are aimed at supporting hotels in China and loyalty programmes with a focus on Chinese consumers in the hospitality industry in order to receive more knowledge and to explore new strategies on how to retain and satisfy Chinese programme members.