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  1. 2 Littera Scripta

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  1. 2 Lubica G.

  2. 2 Margareta N.

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  1. 2 2018

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Dependence of Brand Loyalty on Customer Relationship Management

100%
Lubica G., Margareta N.
Littera Scripta
|
2018
|
issue 2
20-34
EN
Customer relationship management (CRM) is growing in importance due to the challenging business environment facing organisations around the world. CRM includes employees, business processes and technologies to maximise customer loyalty and, as a result, business profitability. This paper focuses on CRM as a tool with which to strengthen brand loyalty. The aim of the research was to verify the positive impact of CRM on customer loyalty, respectively brand loyalty for a Slovak company, i.e. to determine whether there is a statistically significant relationship between customer relationship management and brand loyalty. This was achieved through the application of the Chi-square test of independence and subsequent correspondence analysis. The analysis of the research results confirmed that the more loyal a customer is to a brand, the more important the CRM activities of the company are with regards to addressing, acquiring and retaining them, as are their activities for achieving customer satisfaction and the determination of customer priorities.
2
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Consumersʼ Perception of Green Marketing as a Source of Competitive Advantage in the Hotel Industry

100%
Margareta N., Lubica G.
Littera Scripta
|
2018
|
issue 1
102-115
EN
Many companies know that the essence of business success lies in a responsible approach to entrepreneurship. Smart companies therefore not only focus on financial issues and economics, but also on the environmental and social issues related to their business activities. Green marketing is a modern tool with which to adopt current environmental trends across a broad spectrum of business activities, including those of the hotel industry, and is increasingly being perceived as providing a competitive advantage. The aim of this article is to find out consumersʼ perceptions of green marketing as a source of competitive advantage in the hotel industry. It includes a literature review of both domestic and foreign sources on the issue of green marketing and its usage within the hotel industry. The main part of the article is an analysis of the principles that underly the use of green marketing in the hotel industry, which is based on the results of a questionnaire survey conducted among Slovak consumers. On the basis of the analysis, proposals are put forward for the effective implementation of these principles in the hotel industry.
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