Firms´ Behaviour in Selling Regional Brands and Customer Loyalty in E-commerce

Ondřej Mikšík – Silesian University, Univerzitní nám. 1934/3, Karviná, 733 40, Czech Republic

Halina Starzyczná – Silesian University, Univerzitní nám. 1934/3, Karviná, 733 40, Czech Republic

7th International Scientific-Business Conference – LIMEN 2021 – Leadership, Innovation, Management and Economics: Integrated Politics of Research – SELECTED PAPERS, Online/virtual, December 16, 2021, published by the Association of Economists and Managers of the Balkans, Belgrade; Printed by: SKRIPTA International, Belgrade, ISBN 978-86-80194-53-0, ISSN 2683-6149, DOI: https://doi.org/10.31410/LIMEN.S.P.2021

Abstract

The paper aims to present research results on regional brand sales and customer loyalty. The object of the research was small and medium-sized enterprises in the Czech Republic selling regional products and operating in e-commerce. The subject of the research is broadly defined. The paper first deals with the current state of knowledge. The theoretical background is fo­cused on professional literature and studies oriented on regional branding and e-commerce. Both the VosViewer method and the historical method are used in the theoretical discussion. The empirical research includes primary qualitative research. It is qualitative research focusing on SMEs operating electronic sales of goods including regional brands. The research focuses on the business strategy, the establishment of e-stores, the nature of the offer, as well as customer loyalty and performance of the businesses. The results indicate a lower orientation of respondents in the researched issues, not at­taching importance to customer relationship management. Customer loyal­ty is perceived, which is confirmed by the respondents’ behaviour according to them. However, half of them do not evaluate it at all, nor do they monitor repeat purchases in the context of behavioural loyalty.

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