The image of the postal company as a key attribute of the customer’s purchasing behaviour

Abstract

Abstract The paper focuses on the issue of image assessment as a significant attribute of the customer’s purchasing behaviour in the postal market. The image of the postal company undertaking consists of a number of factors that are under analyse and research. The goal of the paper is to describe the properties of the set of several variables by using fewer variables (factors). Subsequently with a reduced number of factors, it is possible to draw a conclusion about the interdependence of the original variables. Factor analysis is used for this purpose. The results of the research in question will enable the postal company to identify priorities for building a positive image in relation to customer’s purchasing behaviour.