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Author
Baruk Agnieszka Izabela (Politechnika Łódzka)
Title
Korzyści osiągane przez oferenta ze współdziałania z nabywcami finalnymi a środowisko współdziałania - perspektywa nabywców
Benefits achieved by the offeror from co-operation with final purchasers vs the co-operation environment - the perspective of the purchasers
Source
Organizacja i Kierowanie, 2022, nr 2, s. 209-229, rys., tab., bibliogr. 45 poz.
Organization and Management
Keyword
Współpraca, Nabywca końcowy, Zachowania nabywcze, Zachowania klientów, Teoria marketingu, Oferta handlowa, Marketing społeczny
Cooperation, Final buyer, Buying behaviour, Customer behaviour, Marketing theory, Trade offer, Social marketing
Note
streszcz., summ. JEL: M31, M21
Abstract
Celem artykułu jest określenie korzyści osiąganych zdaniem nabywców finalnych przez oferentów dzięki współdziałaniu z nabywcami oraz zidentyfikowanie znaczenia preferowanego środowiska tego współdziałania. Wyniki poznawczo-krytycznej analizy światowej literatury przedmiotu wskazują, że istnieje luka poznawcza i badawcza w zakresie rozważań nad postrzeganiem przez nabywców finalnych korzyści osiąganych przez oferentów dzięki współdziałaniu, zwłaszcza uwzględniających preferowane środowisko tego współdziałania. Dążąc do ograniczenia zidentyfikowanych luk, sformułowano cztery hipotezy badawcze, które poddano sprawdzeniu empirycznemu. W tym celu przeprowadzono badania ankietowe wśród reprezentantów polskich pełnoletnich nabywców finalnych. Zebrane dane poddano analizie statystycznej, wykorzystując w jej trakcie m.in. metodę analizy skupień oraz test Kruskala-Wallisa. Uzyskane wyniki wskazują m.in., że preferowane środowisko współdziałania jest cechą różnicującą w sposób statystycznie istotny jedynie korzyści związane z możliwością tworzenia pozaproduktowych elementów oferty marketingowej lepiej odpowiadających oczekiwaniom nabywców. Biorąc pod uwagę dostrzegane korzyści, zidentyfikowano także pięć jednorodnych segmentów respondentów. Wnioski wyciągnięte na tej podstawie mają wartość poznawczą i aplikacyjną. Wzbogacają teorię marketingu i zachowań nabywców, stanowiąc także cenne wskazówki dla menedżerów, których implementacja może im ułatwić budowanie wraz z nabywcami społeczności marketingowej skupionej na wspólnym tworzeniu oczekiwanych wartości.(abstrakt oryginalny)

The aim of this article is to define the benefits achieved by offerors in the opinion of final purchasers thanks to co-operation with them and to identify the importance of the preferred environment of this common activities. The results of the cognitive-critical analysis of the world literature on the subject indicate that there is a cognitive and research gap in the considerations on the perceiving by final purchasers of the benefits achieved by offerors through co-operation, especially taking into account the preferred environment of this interaction. In order to reduce the identified gaps, 4 research hypotheses were formulated and empirically verified. For this purpose, a survey was conducted among representatives of Polish adult final purchasers. The collected data was subjected to statistical analysis, using, among others, the method of cluster analysis and the Kruskal-Wallis test. The obtained results indicate, inter alia, that the preferred environment of co-operation is a feature differentiating in a statistically significant way only the benefits consisting in the possibility of creating non-product elements of the marketing offer that better meet the expectations of purchasers. Taking into account the perceived benefits, five homogeneous segments of respondents were also identified. Conclusions drawn on this basis have cognitive and applicable value. They enrich the theory of marketing and theory of purchasers' behavior. They also constitute valuable tips for managers. The implementation of these conclusions may help managers to build, together with purchasers, a marketing community focused on jointly creating the expected values.(original abstract)
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The Library of Warsaw School of Economics
The Library of University of Economics in Katowice
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ISSN
0137-5466
Language
pol
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