Introduction of a New Mobile Player App Store in Selected Countries of Southeast Asia

Štarchoň, Peter; Vetráková, Milota; Metke, Jozef; Lorincová, Silvia; Hitka, Miloš; Weberová, Dagmar

doi:10.3390/socsci7090163

Cited by 4 publications

(5 citation statements)

References 58 publications

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“…For the museum environment, marketing communication plays a vital role [48]). It is not only focused on addressing the existing audience [49] but also the potential visitors who have not shown any interest in the given institution yet [50]). Moreover, it performs as the challenging task of creating a powerful feeling and sense of credibility, satisfaction, and security (repeated affirmation).…”

Section: Theoretical Backroundmentioning

confidence: 99%

Potential of Marketing Communication as a Sustainability Tool in the Context of Castle Museums

et al. 2021

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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.

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Section: Theoretical Backroundmentioning

confidence: 99%

Potential of Marketing Communication as a Sustainability Tool in the Context of Castle Museums

et al. 2021

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“…Sources: developed by the authors based on (Starchon et al, 2018;SivaKumar and Gunasekaran, 2017;Anisimova, 2016;He et al, 2016;Olsiakova, 2003).…”

Section: Figure 1 Factors Affecting the Customer Purchase Decisionmentioning

confidence: 99%

“…These include the cultural factors (culture of society and individual sub-cultures, characteristics of society), social factors (family and family life cycle, social trends of the individuals), personal factors (life stage, financial and economic condition, lifestyle, personality), psychological factors (external and internal motivation, faith, personal attitudes, expectations) and individual factors (age, gender, education). These attributes that affect the purchase decisions are presented in Figure 1 (Starchon et al, 2018;Abdolmaleki et al, 2018;SivaKumar and Gunasekaran, 2017;Anisimova, 2016;He et al, 2016;Olsiakova, 2003).…”

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confidence: 99%

Product Sampling Effect on Purchase Decision Also by Social Aspects

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et al. 2020

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Sampling is an important part of marketing for non-durable goods meaning food products. It provides space not only to introduce news on the market but also remind traditional types of products with innovative ingredients, new flavours and other variations. Moreover, the significant role of sampling is to support the sale of promoted products. The participation of promoter sustains this main role of sampling (support the sale). Following this reason, it is necessary to perceive the social aspects of sampling concerning customers and their purchasing decisions. The main purpose of the research is to verify the sampling efficiency concerning the customer purchase decisions in the conditions of the Slovak Republic considering the influence of the promoters, their behaviour and appearance. In addition to price factor impact on customer purchase decisions, the paper solved the social aspects of the interaction with the promoter and the taste of the product. For obtaining relevant results, 484 customers of retail stores and at the same time participants of sampling have been included in the survey. For meeting the stated goal, the methodological tool of the research method was a questionnaire survey which addressed the sampling participants. The paper presents the results that in most cases, Slovak customers don't purchase the product immediately after the sampling. When they decide to buy, the central aspect is the taste of the product and not the price. Thus, in a taste-price ratio, the taste is considered more convincing and more effective. This finding is in contrasts with previous ones about consumer's price sensitivity. Since sampling is a humanized sales promotion, it is also necessary to perceive the social factors of interaction with the promoter on the purchase decision. Sampling participants consider the behaviour of the promoter and communication skills to be significantly more important than the appearance. The results of the research could be useful to reveal a considerable room for improvement concerning purchase decisions after sampling. It can be influenced by increasing attractiveness of sampling by interesting innovations, either in the products themselves or in the forms of sampling provisions. Keywords customers, preferences, product sampling, promoters, purchase decision, social aspects

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“…According to Pohludka [1], the database must be both actual and potential. Moreover, the upcoming era of Industry 4.0 brings further demands in this area in the form of using advanced information technology and its interconnection with individual areas of processes in the company [30][31][32][33]. For SMEs, the use of CRM and digitization is a challenge having a high potential for their competitiveness in the market [34,35].…”

Section: Creating Databases Crm and Its Goalsmentioning

confidence: 99%

The Approach of SMEs to Using the Customer Databases and CRM: Empirical Study in the Slovak Republic

et al. 2019

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Sustainability of (small and medium-sized enterprises) SMEs in a globalized economy depends on several factors. According to available studies, effective Customer Relationship Management (CRM) is one of the factors affecting the competitiveness of SMEs in a positive way. This paper is focused on creating customer databases and on using the CRM strategy in SMEs in Slovakia. The aim of the paper is to cluster SMEs in Slovakia based on using customer databases and CRM and to identify differences in clusters according to the selected attributes. The outputs of the research focused on marketing communication and on creating the CRM strategy in Slovak enterprises are presented in the paper. Quantitative nonexperimental research using the questionnaires was conducted at the end of 2017 and throughout the year 2018. The research results are based on the responses of 1009 Slovak SMEs. Basic descriptive statistics, K-means cluster analysis, Analysis of variance (ANOVA), and Tukey HSD test were used to process the data. The resulting clusters show three typical attitudes of Slovak SMEs to creating the database, using the CRM and its effectiveness. Moreover, attitude to the application of ethical principles and holistic, integrated, and socially responsible marketing are presented in the clusters. Following the results, the fact that SMEs can be divided into the three following clusters with equal size can be stated: 1st cluster (in 92.2% and consisting of micro- and small-sized enterprises), customer databases are created for the purpose of marketing communication; 2nd cluster, consisting of the highest percentage of medium-sized enterprises and enterprises with foreign equity participation using the customer databases and CRM; and 3rd cluster characterized with smaller-sized enterprises with domestic property not focused on marketing communication and using the customer databases. The research results provide the basis for further research and support for small and medium-sized enterprises.

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Introduction of a New Mobile Player App Store in Selected Countries of Southeast Asia

Cited by 4 publications

References 58 publications

Potential of Marketing Communication as a Sustainability Tool in the Context of Castle Museums

Potential of Marketing Communication as a Sustainability Tool in the Context of Castle Museums

Product Sampling Effect on Purchase Decision Also by Social Aspects

The Approach of SMEs to Using the Customer Databases and CRM: Empirical Study in the Slovak Republic

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