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Digital Customer as a Creator of the Reputation of Modern Companies
Foundations of Management Pub Date : 2019-01-01 , DOI: 10.2478/fman-2019-0021
Danuta Szwajca 1
Affiliation  

Abstract Scientific and technical developments and progressive digitization in almost all areas of life have led to the development of a new type of digital customer, with specific requirements and expectations for suppliers of goods and services. Customers, in particular consumers, are one of the key groups of stakeholders who create the corporate reputation. Customers are first of all creators of the corporate reputation as an “offeror” and “supplier” of value to buyers, as well as co-creators of the company’s reputation as a market player, employer, business partner or citizen, because their purchase decisions determine the company’s ability to meet the expectations of other stakeholder groups, that is, investors, employees or business partners. Building and maintaining a good reputation requires proper identification and satisfaction of the needs of key stakeholder groups. The aim of the article is to identify the specific requirements and expectations of digital customers in the context of building and maintaining a good reputation of the company. The thesis is that the digital customer expects, first and foremost, reliability and personalization in their relations with the supplier.

中文翻译:

数字客户:现代公司声誉的创造者

摘要在几乎生活的所有领域,科学技术的发展和逐步数字化已导致新型数字客户的发展,它对商品和服务的供应商有特定的要求和期望。客户,尤其是消费者,是创造企业声誉的主要利益相关者群体之一。客户首先是公司声誉的创造者,是购买者价值的“要约”和“供应商”,也是公司因其购买决定而在市场参与者,雇主,商业伙伴或公民中声誉的共同创造者确定公司满足其他利益相关者群体(即投资者,员工或业务合作伙伴)期望的能力。建立和保持良好的声誉需要正确识别和满足主要利益相关者群体的需求。本文的目的是在建立和保持公司良好声誉的背景下,确定数字客户的具体要求和期望。主题是,数字客户首先期望与供应商的关系具有可靠性和个性化。
更新日期:2019-01-01
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