Marcin Lipowski

The influence of perceived media richness of marketing channels on online channel usage: Intergenerational differences

The purpose of this paper is to identify the differences in the perceived media richness of three marketing channels by different consumer generations as well as to indicate the importance of the perceived media richness of each of channel for the intention of online use at pre-purchase stage.,The study is based on a sample of 1,103 consumers in Poland, which research sample included three generations: Baby Boomers, X generation and Y generation. Computer-assisted personal interview method was used with a standardised questionnaire; the research sample was determined using a quota-random method, with the quotas referring to age and gender and the nature of the place of residence (provincial town, town/city other than a provincial one, or a village) – the structure of the sample was maintained at the regional level.,Analysed channels (online, offline, phone) have different perceived media richness. Consumers from different generations can perceive media richness of the same marketing channels in various ways. Perceived media richness of the analysed marketing channels has an impact on the intention to use the channel online.,First, the fact of blurring differences between consumers generation, particularly X and Y generation. As well the fact that each generation has identified an internal diversity. Second limitation refers to the type of marketing channels included in research. Finally, limitation also applies to spatial extent of the study. The above limitations can also be some directions of future research – taking into account some other marketing channels and verifying the conclusions on other consumer groups.,General recommendation refers to the need for treating customers in each marketing channel in the same way – immediate response is one of the aspects of this recommended unified customer service in multichannel environment. Online channel communications with customers should be supported by giving consumers more personalised communication via phone, chat and social media. For older consumers, it is recommended to gradually redirect them to an online channel. Information search is a good start for online customer journey, because this channel at the pre-purchase stage is the most useful and least risky for the consumer unfamiliar with online environment.,Better understanding of the needs of different customers generations and their perception of different marketing channel at the pre-purchase stage.,Identification of intergenerational differences in the perception of media richness of online, phone and offline channels.

Scenario Approach in Marketing Research – Applications and Limitations

Celem artykulu jest przedstawienie istoty podejścia scenariuszowego w badaniach marketingowych oraz ocena jego ograniczen i przydatności. Takie podejście badawcze rzadko jest wykorzystywane przez polskich badaczy (znacznie cześciej przez autorow publikacji w renomowanych czasopismach zagranicznych). Tymczasem jest ono bardzo przydatne w rozwiązywaniu wielu problemow naukowych ze wzgledu na mozliwośc ominiecia ograniczen wynikających z antycypacji wplywu określonych zmiennych zaleznych na zachowania badanych podmiotow. Scenariusze pozwalają na testowanie w jednym badaniu narzedzi, ktore zwyczajowo wymagalyby longitualnych podejśc do pomiaru zmiennych zaleznych. W tym znaczeniu dają wartościowe informacje przy znacznym ograniczeniu nakladow na pozyskanie danych ze źrodel pierwotnych. Podstawą do formulowania ocen i wnioskow byla analiza przykladow zastosowania podejścia scenariuszowego w artykulach badawczych, jak rowniez analiza wlasnych doświadczen badawczych. W ostatniej cześci artykulu zaprezentowano stanowisko rekomendujące podejście scenariuszowe jako niezwykle przydane w badaniach marketingowych, jak rowniez cenne wskazowki co do wykorzystania metody.

COMPARISON OF COMPUTERISATION AND INNOVATION ACTIVITY OF THE COMPANIES IN RURAL AND URBAN AREAS

Over the last years, the economic and social structure of enterprises has undergone some important changes, especially because of the introduction of Information and Communication Technologies (ICTs). ICT is one of the fundamental elements driving the innovation and competitiveness of business activities which greatly influences the development of rural areas, both in economic and social terms. This publication focuses on the analysis and evaluation of the use of ICTs by enterprises in the Lubelskie Voivodeship with particular emphasis on rural areas. In the publication the authors use statistical analyses based on information from surveys conducted among entrepreneurs by the Marshal Office of the Lubelskie Voivodeship. The paper evaluates the following issues: the degree of computerisation of the company, the use of information technology in the company, the activity of the company on the Internet. The main objective of this study is to identify the relationship between the degree of computerisation and the companys innovation-oriented activities and to identify differences between companies located in urban and rural areas. The studies carried out have demonstrated that the differences in the computerisation of enterprises located in rural and urban areas are negligible and that there is a close relationship between the degree of computerisation and innovation in enterprises located in rural areas. Keywords: enterprises, information and communication technology, innovation, internet, rural and urban areas. Article DOI: http://doi.org/10.15544/RD.2015.097

Pakietyzacja usług z perspektywy konsumenta

The service bundling is one of the main strategies in telecommunications sector. In fact, bundling provides an opportunity for growth by introducing new products while minimizing the churn rate of a previous product. The article describes what services consumers buy in a package and what prompts them to buy. Paper also presents the results of research on the expansion of packages. Factors which have inluence on consumer’s (purchaser’s service package) loyalty are also indicated in the article. Pakietyzacja usług z perspektywy konsumenta Abstrakt. Pakietyzacja usług jest jedną z głównych strategii sektora telekomunikacyjnego. W rzeczywistości sprzedaż wiązana daje okazję do rozwoju poprzez wprowadzenie nowych produktów, przy jednoczesnej minimalizacji wskaźnika utraty klientów wcześniej oferowanych produktów. Artykuł opisuje, jakie usługi konsumenci najczęściej kupują w pakiecie i co skłania ich do zakupu. Przedstawia również wyniki badań na temat możliwej ekspansji pakietów na nowe usługi. Tekst wskazuje również czynniki, które mają wpływ na lojalność konsumentów (nabywcy pakietu usług). Pobrane z czasopisma Annales H Oeconomia http://oeconomia.annales.umcs.pl Data: 11/09/2020 19:45:30