Dominant Business-to-Customer Relationships in the Era of Covid-19 Pandemic

• Autorzy: Anna Dewalska-Opitek

Warianty tytułu

Relacje przedsiębiorstwa z konsumentami w czasach pandemii Covid-19

• Języki publikacji: EN

Abstrakty

Kształtowanie relacji przedsiębiorstwa z klientami (B2C) jest przedmiotem zainteresowania zarówno naukowców, jak i praktyków biznesu. Działanie to nabrało szczególnego znaczenia w czasie pandemii Covid-19, gdy konkurencja o klienta nasiliła się, a popyt rynkowy gwałtowanie spadł. Głównym celem artykułu jest ukazanie istotnych zmian w relacjach przedsiębiorstw z konsumentami, które pozwolą na osiągnięcie sukcesu w warunkach pandemii. W artykule przyjęto założenie, że właściwe relacje przedsiębiorstwa z konsumentami stanowić będą determinantę sukcesu w sytuacji kryzysu. Rozważania teoretyczne oparte na krytycznej analizie literatury przedmiotu zostały uzupełnione badaniami empirycznymi metodą studium przypadku firmy Toyota Motor Corporation. Zidentyfikowano także dalsze kierunki przyszłych badań. (abstrakt oryginalny)

EN

Establishing proper relationships with customers is a subject matter of interest of many researchers and managers due to increasing competitive forces in the market and decreased demand. The importance of business-to-consumers (B2C) relationships developed even stronger in Covid-19 pandemic times. The main purpose of the study is to identify the dominant changes in business to-consumers relations that allow the business to achieve success in the new pandemic reality. An assumption was made in the paper, that proper business-to consumers relationships are key determinants of organisational success in times of a crisis. The theoretical deliberation, based on critical literature review, are supplemented by empirical research conducted in a form of a case study based on Toyota Motor Corporation example. Further fields of study are also identified. (original abstract)

Słowa kluczowe

PL

Business to Consumer (B2C); Relacje przedsiębiorstwo-konsument; Konsument; COVID-19; Dobre praktyki; Pandemia

EN

Business to Consumer (B2C); Enterprise-customer relationship; Consumer; COVID-19; Good practice; Pandemic

• Czasopismo: Zeszyty Naukowe Wyższej Szkoły Humanitas. Zarządzanie
• Rocznik: 2020
• Numer: nr specjalny
• Strony: 87-102

Twórcy

autor

Anna Dewalska-Opitek

• University of Economics in Katowice, Poland

Bibliografia

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Identyfikatory

DOI

10.5604/01.3001.0014.8066