1 Legal regulation of content of B2C contracts (from the perspective of consumer protection) Abstract This diploma thesis is dedicated to the legal regulation of the content of the consumer contract from the perspective of the consumer. In particular, the thesis is aimed at the adjustment of the unfair terms regulation which analyses profoundly. The transposition of the European regulation and possible shortcomings are evaluated. The thesis is divided into six main chapters, which develop the topic from general basics to the specific aspects of the consumer protection against unfair terms used by the entrepreneurs. The first chapter deals with the consumer protection in general, presents the main characteristics of consumer law and outlines the most important sources of legal regulation, including constitutional principles. The second part specifies the essential definitions related to the topic and used throughout the diploma thesis. The emphasis is given to the problems associated with the concepts of consumer contracts and entrepreneurs and consumers as contractual parties. The third chapter looks id detail into the subject of unfair terms when it comprehensively deals with the general definition of unfair clauses in the Unfair Terms Directive and the Civil Code. The emphasis is given to the each...

The purpose of the thesis is to gain more insights into the factors of business-to-consumer (B2C) relationships and how they can be used to mitigate negative changes in consumer behaviors during crises. In today's changing landscape, companies are faced with the challenge of understanding and managing consumer behavior in moments when they are hit by unpredictable events in the form of crises, where the importance of B2C relationships can have a significant influence on consumer behavior. The study employs a qualitative research method, utilizing semi-structured interviews with consumers to gain valuable insights into their experiences and perceptions. The study supports and builds on the existing theoretical framework and provides more insights into the subject. The results highlight the importance of establishing and maintaining relationships with consumers during crises, and the significance of trust, commitment, and communication as important factors within these relationships. The paper contributes to companies' ability to maintain consumers during crises. Ultimately, the results of this thesis enable companies and marketers to effectively manage and understand the importance of B2C relationships as well as navigate the complexities of consumer behavior during times of crisis.