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Social Relations And Environmental Influence As A Determinant Of Customer Capital

Author

Listed:
  • Wieslawa Caputa

    (Silesian University of Technology)

Abstract

The article presents the influence of feedback and recommendations provided by the customers on the customer purchase behaviour along with the benefits resulting from the use of the customer feedback potential in the process of company value creation. On the basis of survey conducted on the beer market in Poland, it was demonstrated that the customer feedback and recommendations have a significant influence on the purchase behaviour and allow the cost reduction of customer communication. In the analysis of the results the statistical methods were used, including focus analysis, ANOVA test and factor analysis.

Suggested Citation

  • Wieslawa Caputa, 2015. "Social Relations And Environmental Influence As A Determinant Of Customer Capital," Oeconomia Copernicana, Institute of Economic Research, vol. 6(2), pages 109-128, June.
    • Handle: RePEc:pes:ieroec:v:6:y:2015:i:2:p:109-128
    DOI: 10.12775/OeC.2015.015
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    Cited by:

    1. Dominika Moravcikova & Anna Krizanova & Jana Kliestikova & Martina Rypakova, 2017. "Green Marketing as the Source of the Competitive Advantage of the Business," Sustainability, MDPI, vol. 9(12), pages 1-13, November.

    More about this item

    Keywords

    customer; customer capital; company value; business relationships;
    All these keywords.

    JEL classification:

    • A11 - General Economics and Teaching - - General Economics - - - Role of Economics; Role of Economists
    • A14 - General Economics and Teaching - - General Economics - - - Sociology of Economics
    • B16 - Schools of Economic Thought and Methodology - - History of Economic Thought through 1925 - - - Quantitative and Mathematical

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