Mariola Michałowska

Forming relationships on the e-commerce market as a basis to build loyalty and create value for the customer. Empirical findings

Summary The dynamic development of information technology, especially the Internet, which has taken place in recent years has brought many new opportunities to use the Internet in business operations. The Internet has created new opportunities for the development of enterprises. It was its dynamic boom that enabled e-commerce to gain in importance, and along with it made the changes in consumer behavior in terms of place, time and purchasing conditions. The aim of the paper is to present the key aspects in the development of relationships as a basis for building loyalty and creating value for the customer. Attainment of the objective will be aided by presentation of the results of survey regarding the identification of the measures taken to maintain lasting relationships that allow to build loyalty and create value for the customer. In addition, the study will identify the actions conducive to the growth of customer loyalty, which can be helpful in conducting e-business. In the research procedure we have used the analysis of the literature, statistical data and the results of the questionnaire study on the presented issues with customers from Lubuskie voivodship.

Perfecting Business Models in the Context of the Sources of Competitive Advantages

The variability of the business environment causes change and improvement of the business model in the context of the sources of competitive advantage of the company and has become an important research field. Companies take action to improve their business model and implement development strategies appropriate to the changes emerging using their competitive potential which is a competitive advantage. This, based on the relevant means determines their competitive position. Nowadays having an appropriate action strategy, as well as the availability of innovative solutions and new technologies, is not an adequate key to success. Today a large guarantor of success is a properly constructed business model [Gwarda-Gruszczyńska 2012, p. 392]. This publication shows the elements of a business model, identifies factors affecting its form in conjunction with current and former sources of the competitive advantages of the company.

Wpływ globalizacji na zachowania konsumentów w województwie lubuskim w świetle badań

Consumer behavior, cultural factors and conditions that determine them are the subject of much research and relection. Changes associated with the perception of consumption have changed dramatically over the centuries. But what remains unchanged is the fact that consumption plays a special role in the society. Undoubtedly, the development of market economy, the continuing process of globalization, technological progress, and rising living standards have created a kind of consumer culture in which people strive to best meet their needs. Giddens noted that in the context of globalization, however, we have stood in the face of the return towards the new individualism, which is, actively forming our self-identities (Giddens, 2008, p. 84). The pursuit of individualism, creating our own separate identity, style of behavior, attitudes, tastes, or preferences are only some attempts to stand out, since, according to Bourdieu’s thesis „taste classiies, by classifying the person who is Pobrane z czasopisma Annales H Oeconomia http://oeconomia.annales.umcs.pl Data: 19/10/2020 13:17:40