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Customer-oriented communication in retail and Net Promoter Score

Citace:
EGER, L., MIČÍK, M. Customer-oriented communication in retail and Net Promoter Score. Journal of Retailing and Consumer Services, 2017, roč. 35, č. March 2017, s. 142-149. ISSN: 0969-6989
Druh: ČLÁNEK
Jazyk publikace: eng
Anglický název: Customer-oriented communication in retail and Net Promoter Score
Rok vydání: 2017
Autoři: Doc. PaedDr. Ludvík Eger CSc. , Ing. Michal Mičík
Abstrakt EN: The purpose of the survey presented is to examine the level of customer-oriented communication in retail in the Czech Republic. To measure customer-oriented communication and overall customer satisfaction with the shopping process, the mystery shopping technique is used. Customer loyalty is measured and assigned a Net Promoter Score. The results reveal the level of customer-oriented communication in retail in selected industries in the Czech Republic. The findings confirm the positive correlation between asking questions about customer needs and offering product benefits to customers, employees listening and answering, employees? knowledge of products and responsiveness to customers, and the overall expression of customer satisfaction.
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