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1
Content available Managing relations with customers in the video game industry
Dziwiński Piotr
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
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2023
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z. 169
233-254
EN
Purpose: The main goal of the paper is to analyze customers relation between video game developers and the gaming community and their impact on the corporate image creation as well as gaining trust and good reputation by the company. Design/methodology/approach: The approach applied in the paper is of descriptive-empirical nature. The research methods involved in this paper are: induction, deduction, literature studies, as well survey and data analysis. The method of critical and comparative analysis was used in relation to the views presented in the literature. Findings: The paper ends with a brief presentation of research findings which correspond to the formulated research questions on building the relations with a client. Research implications: Future research directions should focus on further, expanded research exploration in the area, taking into account various industries. Additional work is needed to disseminate research findings among managers and to implement them in public relations policies of the companies. Practical implications: The results of the research discussed in the paper have a number of practical implications mainly for the managers in terms of use of customers relations tools and improvement of communication strategies. Social implications: Building awareness of customer to business communication. Originality/value The paper has a cognitive value for managers. Results have theoretical as well as practical implications in search of solutions to customers relations management.
2
Content available Alpha wolves. Are local business leaders important for the region brand? Case study of Wroclaw agglomeration
Macalik Joanna
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
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2023
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z. 173
457--467
EN
Purpose: The main objective of this study is to investigate and clarify the role of local business leaders in creating region brand. Design/methodology/approach: The article uses the qualitative case study method to describe the role of local business leaders in shaping region brand. The analysis is conducted using Wroclaw Agglomeration as a subject. Findings: The research conducted enabled to initially investigate and clarify some aspects of creating a place brand image using stakeholders engagement. Research limitations: The research presented in the article is qualitative, making it impossible to infer the entire region's population. Practical implications: The article includes essential conclusions valid for regions' authorities, mainly in the area of creating a positive brand image in the economic context and the importance of engaging stakeholders in this process. Originality/value: The paper supplements the management sciences literature with knowledge about the local business leaders' role in creating a region brand.
3
Content available Brand equity as a determinant of customer cooperation growth in the road freight transport industry
Świtała Marcin, Łukasiewicz Agnieszka
Transport Problems
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2021
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T. 16, z. 3
53--63
EN
This article presents the results of a survey that was carried out among companies commissioning cargo handling on the national transport services market. The aim of this study was to determine the relationship between brand awareness, image and brand equity in terms of companies specializing in road freight transport. The relations between brand equity and the process of handling transport orders were also evaluated. Specific hypotheses about significant dependencies between the parameters referred to above were formulated and were then verified by performing a quantitative data analysis, relying on Spearman’s rank correlation coefficient and the chi-square test of independence. A statistically significant correlation between brand image and equity, on the one hand, and between brand awareness and image, on the other, has been identified based on the survey. The research confirms the importance of brand equity in the development of business operations, mainly due to the existence of significant and statistically important dependencies between brand equity and customer cooperation-related parameters that have been observed in the three types of relationships under analysis.
4
Content available A relation between passenger car brand image and consumer loyalty. A proof based on cluster analysis
Lotko Aleksander, Luft Radosław
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
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2020
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z. 143
147--162
EN
Purpose: The purpose of this paper was to identify the relation between passenger car brand image and consumer loyalty. Design/methodology/approach: A quantitative approach was used, and a questionnaire-based research was carried out. As a method of elaborating the results, cluster analysis was selected. Findings: It was discovered that the consumers from 2 clusters are significantly different both in terms of perception of car brand image and loyalty. In this way the existence of the assumed relation was proved. Practical implications: A practical implication of the study is claiming the role of brand image in shaping consumer loyalty in the passenger cars market. Originality/value: Authors’ contribution and novelty of the paper is the innovative application of the multidimensional exploratory techniques of cluster analysis in the area of research. In management practice, the paper can turn out useful to marketing managers in the automotive industry.
5
Content available City branding with stakeholders’ participation
Pawlak Katarzyna, Hajduk Grzegorz
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
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2019
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z. 139
461--475
EN
The article is devoted to city branding. The work presents an outline of the concept and a model of city branding, as well as identifies the brand determinants, relevant for the design and examination of the brand. In the concept and the model presented, the impact of stakeholders on city branding and their role in the image building have been highlighted. The subject of the survey, carried out on a sample of the residents of the city of Rzeszów and the neighboring municipalities, concerned the city’s image. Multi-factor analysis was used to analyze the data. The obtained study results allowed for identification of four factors associated with the intangible and the tangible features of the city. The article fills up the gap in the research on the image of Polish cities. It contributes to the understanding of the way, in which city brands are assessed by their stakeholders, and constitutes a guide to the local government practice regarding the orientation of city positioning.
6
Content available How to establish customer trust and retention in a highly competitive airline business
Simarmata J., Keke Y., Veronica, Silalahi S. A., Benkova E.
Polish Journal of Management Studies
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2017
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Vol. 16, No. 1
202--214
EN
The Indonesian social class population is increasing in number and the demand for rapid transportation heightens the competition in the airline industry in Indonesia. Many business players in this industry are changing their strategies and start to apply new strategies from intensive marketing, advertising, and promotion up to Low Cost Carriers strategy to get more passengers. Highly competitive market triggers the airline companies to attract and retain customers. Increasingly saturated market drives significant gains; thus, customer retention is essential for airlines industry. This study aims to analyze the influence of Service Quality, Brand Image, Customer Satisfaction, and Customer Trust on Customer Retention. A number of hypotheses are examined using a sample of Customers of Low Cost Carriers in Indonesia (Lion Air, Citilink, Sriwijaya Airline, Kalstar and Air Asia). The data is analyzed using LISREL, collected from 417 passengers who travel from Soekarno-Hatta Airport, Jakarta. We find that Service Quality, Brand Image, Customer Trust, and Customer Satisfaction have positive effect on Customer Retention.
PL
Liczba ludności w Indonezji rośnie, a popyt na szybki transport zwiększa konkurencję w tutejszym przemyśle lotniczym. Wielu graczy biznesowych, w celu pozyskania pasażerów, zmienia swoje strategie i zaczyna stosować nowe, począwszy od intensywnego marketingu, reklamy i promocji do strategii niskokosztowych przewoźników. Wysoce konkurencyjny rynek powoduje, że linie lotnicze przyciągają i zatrzymują klientów. Coraz bardziej nasycony rynek znaczne napędza zyski; w związku z tym utrzymanie klientów jest niezbędne dla przemysłu lotniczego. Celem badania jest analiza wpływu jakości obsługi, wizerunku marki, zadowolenia klienta i zaufania klienta, na jego utrzymanie. Na próbie klientów niskokosztowych przewoźników w Indonezji (Lion Air, Citilink, Sriwijaya Airline, Kalstar and Air Asia) zweryfikowanych zostało wiele hipotez. Dane przeanalizowane zostały za pomocą oprogramowania statystycznego LISREL i zebrane od 417 pasażerów, którzy podróżowali z lotniska Soekarno-Hatta w Dżakarcie. Autorzy są zdania, że jakość obsługi, wizerunek marki, zaufanie klienta i zadowolenie klienta mają pozytywny wpływ na utrzymanie klientów.
7
Content available Brand image in social media : an outline of the research related issues
Zembik M.
Polish Journal of Management Studies
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2015
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Vol. 11, No. 2
203--212
EN
Growing competition together with an increase in consumers’ requirements result in some necessity for distinguishing a company’s offer on the market. Foundations of the market success may be provided by the brand image. In the era of the Internet and popularisation of social media, companies have lost a major part of their control over their brand image that at present is a derivative of feedback and opinions obtained in social media. Therefore, companies are now facing some need to conduct related research into their brand image in the social media environment. This allows for identifying a process of selecting products by consumers, behaviours of consumers and their attitudes towards brands.
PL
Narastająca konkurencja i wzrost wymagań konsumentów powodują konieczność wyróżnienia oferty przedsiębiorstwa na rynku. Podstawę sukcesu rynkowego może stanowić wizerunek marki. W dobie Internetu i popularyzacji mediów społecznościowych przedsiębiorstwa straciły większą część kontroli nad wizerunkiem marki, które w tej chwili coraz częściej jest wypadkową komentarzy i opinii zasięgniętych w mediach społecznościowych. Przedsiębiorstwa stoją, zatem przed koniecznością prowadzenia badań wizerunku marki właśnie w tym środowisku. Pozwala to poznać proces wyboru produktów przez konsumentów, ich zachowania i postawy wobec marek.
8
Content available remote Superposition of facade in architecture in the beginning of the 21st century
Radwański D.
Czasopismo Techniczne. Architektura
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2014
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R. 111, z. 7-A
221--227
EN
The superposition of a facade in architecture in the early 21st century, is the merit of contemporary marketing mechanisms which function in architecture. The distinct relation between the exterior side of the building and the brand take effect in choosing advanced, already existing and available systems and architectural engineering, which are far from the classic process of project implementation. Investors often decide to make an effort in creating unique, innovative solutions of extreme technical and esthetic features in order to intensify the visual impression.
PL
Superpozycja fasady w architekturze początku XXI wieku to w dużej mierze zasługa współczesnych mechanizmów marketingowych funkcjonujących również w tej dziedzinie. Bardzo silne powiązanie fizyczności budynku z wątkiem wizerunkowym marki coraz częściej pociąga za sobą działania wybiegające daleko poza odtwórczy proces klasycznej implementacji w projekt dostępnych i funkcjonujących, wysoce zaawansowanych systemów i technologii budowlanych. Coraz częściej na potrzeby wzmocnienia i utrwalenia wizualnego przekazu inwestorzy decydują się na podjęcie wyzwania, jakim jest z całą pewnością tworzenie jednorazowych i innowacyjnych rozwiązań o wysoce ekstremalnych cechach technicznych i estetycznych.
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