What is the meaning and importance of customer orientation as part of the business models? The case of retail chains in the food market

• Autorzy: Kita Pavol , Čvirik Marián , Maciejewski Grzegorz

Identyfikatory

DOI

10.17512/pjms.2024.30.1.10

Warianty tytułu

PL

Znaczenie i istota orientacji na klienta jako elementu modeli biznesowych: przypadek sieci detalicznych na rynku spożywczym

• Języki publikacji: EN

Abstrakty

EN

The importance of customer orientation is perceived by many food retailers at a time when the impact of digitalisation is creating a situation of easy availability of food offerings for the customer on the market. Therefore, the paper takes a supply-side analytical approach to highlight the perspectives of managers within the grocery sector. Based on a questionnaire survey of managers of 251 grocery retail chains, this paper aim is to present customer orientation as a key component of their business model in the case of retail food chains. In terms of statistical analysis, the data can be considered highly relevant for customer relationship management in the context of a business model. The paper’s contribution is to make retailers aware of the opportunities to develop relationships with new customers in an environment of increasing importance of the digital channel. Furthermore, it was concluded that customer orientation within the context of the analyzed industry comprises three specific dimensions: hard customer orientation, competitive differentiation, and product differentiation. It should be noted that these dimensions exhibit a certain level of interconnection.

PL

Znaczenie orientacji na klienta jest zauważane przez wielu detalistów na rynku spożywczym w obliczu wpływu cyfryzacji, która tworzy warunki łatwej dostępności ofert spożywczych dla klientów. W związku z tym artykuł przyjmuje analityczne podejście od strony podaży, aby przedstawić perspektywy menedżerów sektora spożywczego. Celem artykułu jest przedstawienie orientacji na klienta jako kluczowego elementu modelu biznesowego w przypadku sieci detalicznych, na podstawie badania ankietowego, przeprowadzonego wśród menedżerów 251 sieci detalicznych na rynku spożywczym. Dane uzyskane w analizie statystycznej można uznać za szczególnie istotne dla zarządzania relacjami z klientami w kontekście modeli biznesowych. Wkład artykułu polega na zwróceniu uwagi detalistów na możliwości rozwijania relacji z nowymi klientami w środowisku, w którym cyfrowe kanały sprzedaży odgrywają coraz większą rolę. Ponadto stwierdzono, że orientacja na klienta w analizowanej branży obejmuje trzy kluczowe wymiary: twardą orientację na klienta, zróżnicowanie konkurencyjne oraz zróżnicowanie produktowe. Warto zauważyć, że wymiary te wykazują pewien poziom wzajemnego powiązania.

Słowa kluczowe

EN

consumer orientation; business models; retailing; digitalisation

PL

orientacja na klienta; modele biznesowe; handel detaliczny; cyfryzacja

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2024
• Tom: Vol. 30, No. 1
• Strony: 169--186
• Opis fizyczny: Bibliogr. 59 poz.., rys., tab.

Twórcy

autor

Kita Pavol

• Department of Marketing Communication, Faculty of Arts, Comenius University in Bratislava, Slovakia

• https://orcid.org/0000-0001-5870-9328

autor

Čvirik Marián

• Department of Marketing, Faculty of Commerce, University of Economics in Bratislava, Slovakia

• https://orcid.org/0000-0003-4701-1543

autor

Maciejewski Grzegorz

• Faculty of Economics, University of Economics in Katowice, Poland

• https://orcid.org/0000-0002-1318-0747

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa nr POPUL/SP/0154/2024/02 w ramach programu "Społeczna odpowiedzialność nauki II" - moduł: Popularyzacja nauki (2025).