14th Annual International Bata Conference

Abstract

This article discusses the concept of building customer relationship through the social networks (SN) to maintain loyalty and increase customer satisfaction in e-commerce in the Czech Republic. SN are a phenomenon at the beginning of the 21st century and it is a question of whether they can be used as a supportive tool in building relationships with customers. This research framework provides the basic theoretical knowledge necessary to create a conceptual framework of research. For this was used content analysis of literature. Includes individual research methods, both qualitative and quantitative. The qualitative part is supported by an interview and quantitative is supported by the Structural equation modelling (SEM). At the end of the article, the is suggested implications for theory and social practice are given.