Garnering customer loyalty - physical shops, webshops, live commerce

Endes Ádám Dániel (2025) Garnering customer loyalty - physical shops, webshops, live commerce. Külkereskedelmi Kar.

	PDF n7fh92_thesis_submission_file.pdf Hozzáférés joga: Csak nyilvántartásba vett egyetemi IP címekről nyitható meg Download (1MB)
	PDF Adam_Endes_thesis_external_evaluation.pdf Hozzáférés joga: Bizalmas dokumentum (bírálat) Download (172kB)
	PDF Endes_thesis_evaluation.pdf Hozzáférés joga: Bizalmas dokumentum (bírálat) Download (110kB)

Absztrakt (kivonat)

The topic discussed in this thesis is garnering customer loyalty based on store types without focusing on concrete real-life brands. The purpose of examining such tendencies is to help businesses better understand the shopping habits of today’s young people. Relevant academic material was gathered and processed. Based on the review, a round of preliminary interviews was conducted. From this a questionnaire was made with more structured, closed-ended questions. This data then was used to test the thesis questions. Statistical analysis was done with the help of hypothesis testing, Welch’s ANOVA, and a Games-Howell test. The main research questions are: „How likely are customers to be loyal to a brand when using their physical shops / webshops / live commerce?” and „Which of the previously mentioned approaches are more likely to foster higher brand loyalty?” Results showed a clear order of physical shops, then webshops, then live commerce in terms of customer preferences. The most typical fault during the questionnaire process was not answering live-commerce related questions. A conclusion can be drawn from this, which is that live commerce seems to have less of a footing for now among youngsters. Physical shops are still the favorite for purchasing fashion products.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Marketing Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Nemzetközi gazdálkodás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	divat, fogyasztói elégedettség - vásárlói elégedettség, márkahűség, ruhaipar, vásárlói magatartás, webáruház, Z generáció
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Okt. 27. 14:27
Utolsó módosítás:	2025. Okt. 27. 14:27

Actions (login required)

Tétel nézet