Customer Capital as a Key Factor of E-Commerce Market Development

Dalibor Gottwald,Hana Pavlisova,Libor Svadlenka

doi:10.26552/com.c.2016.3.28-33

Abstract

The importance of customer satisfaction has always been crucial to development of every single market in general. E-commerce market has gained importance during the last few years - especially in terms of annual turnover of e-commerce market. This trend is the result of changes in customer behavior. Increasing customer loyalty is one of the keys to business success. Active customer policy is necessary for the development of the market in individual states. The central point of the issue is to find concrete social constructs which can explain customer behavior in recent years. The main objective of the research is to define the area of selected variables which can be regarded as crucial in the process of predicting development of e-commerce market. By using Theory of Planned Behavior (TPB), the dependence of development of e-commerce market on customer capital has been confirmed.

Highlights

The effort of each company and of any market is to guarantee the highest possible level of customer satisfaction [1]
The indirect measurement method was used in the research of three components of Theory of Planned Behavior (TPB), i.e. the stated results reflect values taken from studies of international non-governmental organization OECD and the Directorate-General of the European
TPB is commonly used in social sciences to predict development of a specific phenomenon and in this research was used to define the area of research

Summary

Introduction

The effort of each company and of any market is to guarantee the highest possible level of customer satisfaction [1]. The issue of consumer behavior in relation to possible prediction of the behavior of market development is dealt with by the means of intellectual capital and customer capital in particular, as it is a part of the intellectual capital [2 and 3]. E-commerce market has gained importance during the last few years, especially in terms of annual turnover of e-commerce market of individual states. This trend is important especially when taking into account the fact that the transition to this new way of doing business is associated with a wide range of activities [4, 5 and 6]. Burkl from the Gfk company addresses in his study the current state of the consumer surroundings in selected countries of European Union (EU) [15]

Objectives

Methods

Conclusion