Purpose:The aim of the paper is to present the concept and analyse the possibility of using the matrix of information needs as a tool improving the process of customer service. Moreover, the paper presents the procedure of its implementation and use on the example of a production company from the furniture industry operating in Poland. Design/Methodology/Approach: The paper uses the concept of case study. It presents the essence of the matrix of information needs as a tool to improve communication between departments in the company. The procedure of implementing this tool in a production company was also presented. Additionally, the paper is based on the analysis of literature concerning information needs and logistics customer service in companies. Findings: The result of the work is an information needs matrix as a tool for improving the effectiveness of the customer service process in a company. The procedure of preparation and implementation of such a matrix was presented on the example of a production company operating on the furniture market in Poland. Other results include the identification of challenges and problems in the implementation process of the information needs matrix. Originality/Value: The described matrix of information needs is a very important tool for improving the effectiveness of communication between departments involved in the customer service process. In this manner, the implementation of the matrix contributes to the improvement of the efficiency of the whole service process. The matrix should be based on a detailed analysis of the information needs of each participant in the process and take into account the specificity of the company.
This chapter is devoted to content marketing and the significance of social media, with a particular emphasis on Instagram as a promotional tool and a channel for selling goods and services. The advent of social networks is creating an opportunity for companies to reach out to a very wide audience, craft personalised messages and maintain an optimal self image. Instagram takes the lead on this and is fast proving itself to be a novel means through which companies can reach out to their target audience with products and services, convince, sell and garner loyalty.
Purpose: The aim of this article is to characterize and analyse the activities undertaken by the 6 authorities of territorial units such as cities, municipalities and districts for the purpose of 7 creating their identity and image. 8 Design/methodology/approach: The paper applies the method of descriptive characterization 9 of market phenomena and processes as well as referring to the literature on spatial marketing. 10 Findings: There is a feedback loop between the objective identity of a given town or city and 11 its subjective image because the unique identity promotes the creation of an optimal image, 12 while the unique image determines the undertaking of specific actions aimed at building 13 identity; including such elements of visual identity as the place’s logo, coat of arms and flag, 14 markings on the vehicles of town institutions, etc. 15 Originality/value: The author comprehensively describes the category of a spatial unit’s 16 image, its definitions and functions, and then proceeds to issues of classifying image types, 17 the identity of a place brand, as well as place brand management, which is also referred to as 18 destination branding.
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