Wyniki wyszukiwania - BazTech

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Consumer engagement in the clothing industry

Pawlak Katarzyna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

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z. 193

271--303

EN

Purpose: The development of ICT has led to an increased interest in the domain of consumer engagement. The article entails an attempt at identifying the symptoms of and the factors influencing consumer engagement, as well as seeks to formulate a model for building Generation Z consumer engagement in the clothing industry. Design/methodology/approach: The study was conducted using in-depth group interviews, in accordance with the principles of grounded theory. The data collected in interviews was processed by transcription. The data coding and analysis was carried out using Atlas.ti computer software. Findings: The article elaborates a consumer engagement model incorporating the impact of the following factors on consumer engagement: satisfaction, loyalty, trust, product quality, customer involvement and interest in the product category. The consumer engagement behaviors expressed by the interviewees were classified. Research limitations/implications: The consumer engagement model was formulated based on qualitative data. A future quantitative study should provide quantitative verification of the relationships identified. Further research can be expanded to include other groups of respondents, varying in financial status, age. Practical implications: The results of the study indicate the urgency of following both pathways of building consumer engagement in the practice of clothing companies. They provide clues of sources that should be utilized in consumer engagement building as well as routes to motivate consumers and modify their behavior. Social implications: The results of the study reveal a link between consumer engagement behavior and customer needs satisfaction, as well as high product quality and brand trust. They touch upon the issues of sustainability and the need for a strategy shift in the clothing industry toward sustainable production. Originality/value: The article elaborates a consumer engagement model serving as a basis for the building of strategies aimed at increasing consumer engagement.

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City tourism application functionality from the perspective of tourist experience and technology acceptance models

Pawlak Katarzyna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 174

131--152

EN

Purpose: The purpose of the article is to identify the city tourism app functions affecting the process of users’ technology adoption. The article presents the issues related to tourism apps and the role thereof in building tourist experience, as well as selected models of technology acceptance. The paper goes on to discuss the results of a survey of selected Polish cities’ tourism applications. Design/methodology/approach: For the purpose of the study, a critical analysis of the literature on the subject was carried out, followed by analysis of selected applications and a qualitative study of application users’ comments. The study was conducted in accordance with the constructivist grounded theory. The process of user comment coding and analysis involved the use of the ATLAS.ti qualitative data analysis software. Findings: Based on the critical analysis of the literature and the survey of selected applications, a city tourism app functionality assessment model has been proposed. The need for urban app changes, to enhance the tourist experience, has been indicated as well. Research limitations/implications: The subject of the study comprised official city tourism applications. The survey encompassed applications which met the following criteria: the apps surveyed were official city apps, the potential thereof were tourists, the apps have been rated and commented. Practical implications: The results of the study can serve to increase the effectiveness of the promotional activities implemented by cities employing such applications to form relations with tourists. To a limited extent, they can also serve to facilitate the designing of apps intended for city residents. Social implications: The article draws attention to the issues of user involvement in the process of city tourism app development. The sphere of city applications can become a platform for tourist interaction, while the apps themselves can improve the quality of the tourists’ experience as well as their functioning in the city. Originality/value: The article fills the research gap in the studies on city tourism apps. It draws attention to the necessity of taking the following into account when designing such applications: the specifics of the tourist experience as a process, consideration of the app as an element of the tourist's technological experience, accentuation of those app functions, which are crucial from the perspective of the app acceptance process.

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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.