Issue #1 (Volume 14 2018)

Gamification, storytelling and questing are the latest discoveries of marketing that are used for customers’ attraction. The implementation of new methods for promoting the city of Częstochowa is a vital aspect in tourism development. The objective of the paper is to present the assumptions underlying questing and to indicate the opportunities it provides in the case of city promotion. The paper is supplemented with the examples of using this form of promotion in Poland. In the study, the methods of observation and questioning are used. 108 respondents were interviewed. The results show that most people have not come across the concept of questing (68.2%) and only 17.9 % have ever taken part in quest. Despite that, the majority perceive the questing positively. It has been proved that, in the case of Częstochowa, the city dominated by the Monastery of Jasna Góra, questing can be the way to present many other interesting historic, cultural and natural sites. The results of the paper can be used in further research and analysis.

The range of functions and the expectations of the users of flooring systems indicate that apart from purely construction-related (i.e. general construction) characteristics, floors used as partition elements have the potential to meet various customer needs on the construction market. Therefore, they constitute interesting research material not only for specialists in the building sector, but also for economists. The aim of this article is to present the results of a survey of the determinants of selection of flooring systems, the popularity of the specific systems on the Polish market, as well as to present the customer needs map as a universal tool in the customer service process on the example of flooring systems. The paper was prepared on the basis of the available literature, as well as the quantitative research carried out in the period from September 2015 to February 2016. The research results indicate that the influential factors taken into consideration in the process of selection of a given flooring system are construction parameters, the speed of assembly and the final cost. Among the key technical parameters influencing customers’ decisions one may list noise insulation, thermal insulation and lower surface finishing. In Poland, monolithic and multi-rib beam-and-block (Teriva-type) flooring systems prevail. Based on the factors and criteria set out in the survey, a special map of customer needs relevant for the process of selection of a flooring system has been created. Among other purposes, the map is supposed to enable more profound relation with customers, individualization, streamlining and unification of the customer service process, as well as better understanding of their needs.

Over the years, the number of organizations investing in CSR activities has increased considerably. This increase is partially attributable to the intention of the organizations to give back to the society to repair and reduce the loss their intentional or unintentional actions might have caused to the environment. The government’s decision to make it mandatory for businesses to invest a small part of their net profit in social welfare activities has also helped nudge the organizations towards CSR activities. However, the question whether this investment influences customers’ intention to purchase the product in any manner remains an unresolved paradox. Limited researches have been conducted in this area to explore and establish the relationship if any between CSR and consumer purchase intention. This research focuses on the five different factors of CSR comprising of loyalty, morality, awareness, behavior and environment, which are identified from the previous literature. With the help of these factors, the authors researched and established the relationship between them and consumer purchase intention. In this descriptive research, the research questionnaire was distributed to 1500 respondents, using convenient sampling method, out of which 319 responses were finally obtained for the analysis purpose. After testing the reliability and validity of the data, the five hypotheses were tested using SEM (Structural Equation Modeling). It was found that all the five hypotheses were supported and thereby acknowledged the significant influence of CSR related activities performed by companies on the consumer purchase intention. The CSR driven morality is emerging to be the most important dimension that appears to influence the consumer purchase intentions. These finding will help decision-makers to formulate their promotion activities in such a manner that it aligns with the value system of the consumers and increase the overall consumer base.

Nowadays, the development of an effective corporate image model is a topical issue. Under increasing competition in many economic spheres, forming the company’s reputation and meeting the growing needs of consumers are especially noteworthy. The purpose of the article is to develop a set of marketing measures that would contribute to the formation of a positive corporate image of business entities and support it in the long run. The relationship between the research subject and the consumer needs is highlighted. The article deals with the features of behavioral economics and general approaches to shaping the corporate image. It is proposed that business entities should take into account five target segments, including clients, suppliers, shareholders, employees, and intermediaries when forming a positive corporate image. It is noted that each of these subjects is an “econ” who does not make rationalistic decisions, but places emphasis on spontaneity and emotionality. It is also noted that it is difficult to predict the situation of forming a positive corporate image of business entities. The results of this article can be used in further research and taken into account when creating a corporate image of an enterprise.

Economic development is rapidly growing. In the late 20th century, the experience economy is gaining in importance. When choosing a particular product or service, the priority is given to that impressing the buyer at the psychological level and causing some feelings and emotions. The urgency of this article is due to the need for a more detailed study of the marketing processes development in the current context. The principles of the experience economy formation are considered, and four sectors of impressions are also clarified. The article researches and systematizes scientific views on the experience marketing – a new direction of the relationship between the insurance brand and real and potential consumers of insurance products, and considers how its tools can be implemented. The essence of the experience marketing concept is defined. The article analyzes the experience marketing instruments – the event communication of insurance companies, the peculiarities of the insurance museums operated in different countries of the world. Particular attention is paid to event marketing as an effective tool for advancing insurance services.