Naslov
Factors influencing development of interactive personalized relationships

Autori
Vlašić, Goran

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

Izvornik
3rd International Conference An Enterprise Odyssey: Integration or Disintegration, Zagreb, June 15-17, 2006 : proceedings / Galetić, Lovorka - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu, 2006

ISBN
953-6025-18-3

Skup
3rd International Conference “ An Enterprise Odyssey: Integration or Disintegration”

Mjesto i datum
Zagreb, Hrvatska, 15.06.2006. - 17.06.2006

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Interactivity; Marketing; Communications; Relationships; Personalization

Sažetak
Purpose: The purpose of this paper is to analyze, on one hand, factors which influence consumers to start interacting with companies, and on the other hand, factors which influence consumers to develop / maintain relationships with companies. Methodology: In order to analyze mentioned factors, a telephone survey (CATI) was conducted on the representative sample of Croatian citizens (n=411) Findings: Using discriminant analysis I have come up with factors which influence consumers’ willingness to participate in interactive marketing communication and those which influence consumers’ willingness to develop personalized relationships with companies. Implications: These findings have implications on what should companies nourish if they want to have interactive personalized relationships developed with their consumers.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA