Naslov
Customer relationship management and online shopping under the influence of the COVID-19 pandemic in the Republic of Croatia

Autori
Gregorić, Marina ; Rončević, Ante ; Horvat, Dajana Maria ; Žagar, Maja

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
RED 2021 X : 10th International Scientific Symposium Region, Entrepreneurship, Development / Leko Šimić, Mirna ; Crnković, Boris - Osijek : Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2021, 79-92

Skup
10th International Scientific Symposium Region, Entrepreneurship, Development (RED 2021)

Mjesto i datum
Online, 17.06.2021

Vrsta sudjelovanja
Ostalo

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
COVID-19 ; CRM ; e-business ; internet ; online shopping

Sažetak
The traditional way of doing business and communicating with consumers is changing with the help of digital transformation. Companies have seen the benefits of e-business such as increased interactivity, lower costs, and better communication with consumers, and increasingly offer their products and services online. Customers can make their purchases via smartphone online and avoiding crowds. This research paper aims to explain the importance of developing relationships with consumers in digital marketing. Consequently, the term Online Shopping is gaining importance nowadays when facing the challenge of the COVID-19 pandemic. Because of epidemiological measures and the reduction of risks to themselves and their families, people are more inclined to shop online. The primary goal of this research paper is to analyze consumer behavior during online shopping in the Republic of Croatia. The research aims to find out how often people shop online and which products, why they choose to buy in such a way, what they consider to be the biggest risk of online shopping, what can attract them to choose to buy online, and whether their online shopping increased at the time of the COVID-19 pandemic. The methodology used in this research paper consists of secondary research, analysis, and synthesis as well as primary quantitative research with the questionnaire survey as an instrument, conducted on a representative sample of 285 respondents. Research results show that there is still a certain level of uncertainty and mistrust when shopping online, which is why the consumers in Croatia still prefer the method of payment on delivery when picking up goods. Furthermore, the main reason for online shopping for consumers is the variety of offers that allow them to buy products or services that were not previously available.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA