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2 2022

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Music in the awareness of retail trade customers

Pierzgalska Elżbieta

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2022

z. 156

333--345

Purpose: The aim of this study is to assess the state of customer awareness regarding the use of sensory marketing tools by companies operating in the area of the retail market. Methodology: The study uses secondary sources obtained by means of a measuring instrument prepared for the purposes of this study in the form of an online questionnaire. The study is a pilot and was conducted on a group of Facebook users dedicated to surveys. The survey was conducted on a representative research group of 277 respondents (both women and men) in different age categories. The data was analyzed using statistical methods. Findings: The results of the study show that music stimulates the way customers behave in shopping. In addition, the study focuses on audio marketing, which is still an underestimated area in Poland. Originality: The following article shows the opinions of customers on the use of music in commercial units for marketing purposes, allows you to see the importance of such treatments, among others in the pre-Christmas periods. This paper is addressed to owner’s retail stores.

Building consumer engagement and loyalty while traversing the customer journey in the online space

Bajak Maria, Spendel Łukasz

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2022

z. 160

39--52

Purpose: The overriding goal of the considerations is to recognize the phenomena occurring when the buyer traverses the customer journey in the online space and their importance in building his commitment and loyalty. Design/methodology/approach: Dynamic technological progress significantly influences the course of consumer's decision-making processes. Brands are looking for more and more touchpoints on the customer's journey in order to be able to smoothly surround the recipient with messages. As part of the considerations, it was examined how the forms and tools of marketing communication can support marketing activities at individual stages of the customer journey. Findings: The presented publication classifies online marketing communication tools and indicates their links with the various stages of purchasing, the 5A model and building an active consumer attitude towards the brand. Research limitations/implications: The article contains a preliminary study. In the future it is planned to conduct additional quantitative and qualitative research. The study will help to perform a comprehensive analysis of the application being discussed. Practical implications: The right choice of forms and tools of marketing communication not only determines the purchase, but also builds the commitment and loyalty of the buyer, who may ultimately become a brand advocate. Therefore, it is particularly important to have a holistic approach to the dialogue with the consumer and to understand the mechanisms influencing his decisions. Originality/value: Although the topic of e-commerce appears in academic publications, only a few of them relate these devices to the customer journey. This paper comprehensively deals with this topic and focuses on the relationship between online customer journey, the 5A model and the promotion mix tools.