The constant development of information and communication technologies (ICT) has led to numerous social and economic changes. In this article, we aimed to identify the framework of use of new technologies in the process of customer value management from the perspective of sustainable development in the context of the concept of the engaged customer. The research objective involves an empirical verification of the forms of customer engagement from the point of view of the utilisation of ICT. To discover and explore the patterns that follow, research based on quantitative methods was carried out. The study was conducted with a sample of 1134 individual respondents from Poland, which is one of the biggest and fastest growing e-market in Europe. The findings prove that in the process of customer value management, informal communication, both offline and online plays a critical role. From the perspective of business practice, a company should stimulate customer engagement by making use of the online environment, thus gaining greater control over the entire process of co-creation of value for both customers and itself. Taking advantage of ICT in the process of customer value management is highly relevant and much desired during the time of the Coronavirus Disease 2019 (COVID-19) pandemic.
A B S T R A C T Objective:The objective of this paper is to describe the features of firms' organizational culture within four of Hofstede's national culture dimensions and their potential relationships with internationalization, innovativeness and networking behaviour of firms. Research Design & Methods:This explorative quantitative research refers to results of an earlier study on internationalization, innovativeness and networking of firms in Poland. Descriptive statistics are used to depict the features of the organizational culture of the firms differing in behaviour in the three fields. Findings: The study leads to two hypotheses. First is that higher power distance is conducive for firms' internationalization and innovativeness. The second is that the lower uncertainty avoidance supports internationalization, innovativeness and networking behaviour of firms. Implications & Recommendations: An attempt to create more consistent measures of organizational culture dimensions should be made in future analyses. This could help to achieve more sound results on the relationships between organizational culture and firms' behaviour in internationalization, innovativeness and networking. Contribution & Value Added: The paper gives an insight into the organizational culture features relationships with a broad area of firms' behaviour related with their ability to gain competitive advantage. Article type: research paper
The study employed the online survey technique. In order to determine the types of consumers, 18 diagnostic variables characterizing consumer behavior in the context of sustainable development, including sustainable consumption, were used. The type extraction was carried out in two steps. The first was a cluster analysis conducted with the hierarchical Ward method with the square of the Euclidean distance, and the second was a non-hierarchical cluster analysis adopting the k-means method. Findings: As a result of the conducted analyses, four relatively homogeneous types of consumers were distinguished based on their behaviors that fit into the concept of sustainable development, including consumption. The types are: Apologists, Hedonists, Active when necessary, Moderately involved. Practical Implications: The types of consumers identified and described in the paper may constitute the basis for market segmentation for firms offering consumer goods and services. In addition, the presented results of research conducted in Poland may constitute the basis for carrying out similar research in other European countries. Originality/value: In the case of Poland, there is a lack of knowledge about the types of consumers as regards their behavior in the context of sustainable development, including sustainable consumption, it can therefore be assumed that the research results contribute to the theory of consumer behavior.
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