Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/219587
Authors: 
Caputa, Wieslawa
Year of Publication: 
2014
Series/Report no.: 
Institute of Economic Research Working Papers 26/2014
Abstract: 
In the article there is an influence presented of feedback and recommendations provided by the customers on customer purchase behavior along with the benefits resulting from using the customer feedback potential in the process of company value creation. On the basis of survey research conducted on the beer market in Poland it was indicated that customer feedback and recommendations have a significant influence on purchase behavior and allow cost reduction of customer communication. In the results of the analysis there were statistical methods used, including focus analysis, ANOVA test and factor analysis.
Subjects: 
customer
customer capital
company value
business relationships
JEL: 
A11
D11
D12
Creative Commons License: 
https://creativecommons.org/licenses/by/3.0/
Document Type: 
Working Paper

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