Presented dissertation is involved in the issue of marketing communication within the framework of relations among supplier/producer of materials – producer of clothing – retailer and customer in the outdoor clothing segment in the Czech Republic. A specific role of the customer is considered in the context of the value co-creation concept with the emphasis on the development and increase of perceived value. A primary objective of the dissertation is the identification of new approaches to the marketing communication with customers within the framework of mentioned relations with the stress on the determination of the synergistic effect of mentioned relations in the influence of various forms of communication to the customers. Partial objectives are defined in link with this objective. The dissertation objectives and individual hypotheses, in which submitted dissertation is interested in, are defined on the basis of the analysis of theoretical starting points and secondary data. Conducted primary research then combines qualitative and quantitative approaches aiming at the analysis and description of the individual parts. Results of research are presented both in the form of partial conclusions characterizing the individual spheres and in the form of summary conclusion. In the formulation of conclusions a strong emphasis is put on the visualization in the form of schematic illustrations of identified principles. The dissertation contains conclusions and recommendations offered to the individual involved parties. The dissertation conclusion summarizes contributions to science and research, practical as well as educational applications. A complex philosophy of the exploration of the theme is completed with an introduction of restrictions of carried-out research and incentives for further research studies in this particular field.

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El e-commerce ha tenido un notable crecimiento en la mayoría de las industrias de todo el mundo. Sin embargo, este ha sido inversamente proporcional al crecimiento de la lealtad. Por lo que la investigación plantea cinco hipótesis a desarrollar las cuales tienen como finalidad determinar el grado de significancia de las variables de valor percibido, la motivación hedónica, la e-satisfaction con la e-loyalty en el e-commerce retail en tiendas por departamento. Se busca evidenciar si las variables mencionadas previamente son determinantes de la e-loyalty de manera conjunta o individualmente. Asimismo, la metodología a usar es de carácter cuantitativo con una escala de Likert de 5 puntos y una muestra de 400 personas. / E-commerce has had remarkable growth in most industries around the world. However, this has been inversely proportional to the growth of loyalty. Therefore, the research raises five hypotheses to be developed, which are intended to determine the degree of significance of the variables of perceived value, hedonic motivation, e-satisfaction with e-loyalty in e-commerce retail in department stores. . It seeks to show whether the previously mentioned variables are determinants of e-loyalty jointly or individually. Likewise, the methodology to be used is quantitative with a 5-point Likert scale and a sample of 400 people. / Trabajo de investigación

El incremento de la tecnología ha logrado cambiar el estilo de vida de las personas, ofreciendo una gran variedad de herramientas para satisfacer sus necesidades. Una de ellas, son las aplicaciones móviles, consideradas relevantes para facilitar diversas funciones. Dentro de esta categoría, se encuentran las aplicaciones de comida por delivery, las cuales han identificado la oportunidad de mantener contacto con el cliente a través del servicio a domicilio. El documento analizó el proceso de uso de estas aplicaciones de comida por delivery, por parte de personas que buscan un servicio sencillo y práctico mediante un tercero. Este proceso, fue analizado a través del modelo SOR, que identifica estímulos que por medio de organismos logran llegar a completar una acción en específico. Por ello, en esta investigación se consideró la influencia de diferentes dimensiones, como el sistema de navegación, la compatibilidad del aplicativo con el usuario y la facilidad de uso del mismo. Es así, que también se tomó en cuenta la importancia de la variedad de opciones de comida que ofrece el aplicativo, generando un impacto en el valor percibido por el usuario y llevándolo al desarrollo de una relación de lealtad con la marca. Finalmente, se identificaron los alcances y las limitaciones de la investigación. Además de la metodología basada en encuestas a 400 usuarios con experiencia y uso frecuente de las aplicaciones de comida por delivery. Esta información contribuyó con el desarrollo del estudio y con la obtención de resultados que concluyen la realización de un mejor análisis. / The improvement of technology has made a change in the lifestyle of people offering a variety of tools to cover their needs. One of these tools are the mobile applications, also known as apps, which are used in very different ways depending on the need. One of these ways is the food delivery apps. Which have identified the opportunity the food services keep in touch with their clients through the delivery service. This document analyzed the process of use of these food delivery apps from people who search to get this service for a simple and practical way using a third party app. This process is analysed through the SOR model, which identifies the stimulus from organisms that get to complete certain action. In this sense, the investigation we considered the influence of different dimensions, like the navigation system, the compatibility of the app with the user and how easy it is to use. In accordance with the above, we took into account the importance of the variety of food the app offers, the impact of the perceived value from the users and transferring this to the development of a loyalty relationship with the mark. Finally, we identified the scopes and limitations of this academic project and the methodology based on surveys to 400 users with experience and frequent use of food delivery apps. This information contributes to the development of this study and obtaining results to conclude a better analysis. / Trabajo de investigación

El comercio electrónico ha tenido un crecimiento exponencial en nuestro país y el sector de supermercados no ha sido indiferente a ello. Por esa razón, la presente investigación tiene como principal objetivo determinar la influencia de variables como la imagen de marca, confianza y valor percibido en relación a la intención de compra en la categoría de supermercados online en Lima Metropolitana. Por otro lado, la metodología de investigación empleada es de tipo correlacional con enfoque cuantitativo y carácter concluyente. Puesto que, nuestro público objetivo serán mujeres amas de casa, seleccionadas por conveniencia, que poseen trabajos eventuales o permanentes y que realizan sus compras regularmente en supermercados online. / E-Commerce has grown exponentially in our country and the supermarket industry is not indifferent to this. For this reason, the main goal of the present research is to determine the influence of variables such as brand image, trust and perceived value in relation to the purchase intention in the category of online supermarkets in Lima Metropolitana. On the other hand, the research methodology used in this investigation is correlational with a quantitative approach and a conclusive character. Since, our target audience will be women housewives, selected for convenience, who have temporary or permanent jobs and who make their purchases in online supermarkets regularly. / Trabajo de investigación

In recent years, there has been an increased number of people that are engaged in gaming - a phenomenon connected to constantly developing internet infrastructure and a growing middleclass. The phenomenon of Cloud gaming has received increasing attention since it was introduced some years ago; in 2022 all Cloud gaming services combined had 31,7 million paying users. The number that is estimated to triple by 2025. Given this information, we proceeded to identify a gap in previous literature within the topic of Cloud gaming. Previous research within the topic of Cloud gaming has predominantly discussed Cloud gaming as a business model rather than focusing on consumers. We sought to seize the opportunity to fill this research gap by studying consumers' motivations to engage in this new technology and examine which factors can influence the customer's decision-making process in the path to purchase. We also wanted this study to contribute to marketing practice by examining important current research priorities within the field of marketing. In order to investigate our research purposes, we adopted an exploratory qualitative study where we, with the help of online focus groups, investigated the customers' perceptions of Cloud gaming as a service and their motivations to engage in it. Another purpose of this study was to find out how the gaming industry may be affected by the increased usage of cloud gaming, therefore we wanted to conduct a semi-structured interview with an industry representative. The most interesting result of this study indicates that a somewhat odd situation arises for the Cloud gaming companies where the respondents who spent the least amount of money and engage the least in traditional gaming, showed the greatest motivation to engage in Cloud gaming. Therefore we suggest that there are a number of different measures that must be kept in mind by marketers within the industry.

Aim: The aim of the study is to examine which factors affecting hotel brand loyalty among Swedish leisure- travelers are the most central. Previous studies regarding hotel brand loyalty are lacking on the Swedish market, and therefore a research gap has been identified. The aim of the study is to be helpful regarding creating loyalty in the hotel industry. Method: The study has been conducted according to a qualitative research method using semi-structured interviews. The interviews have been transcribed and analyzed using an inductive, thematic analysis. The result is presented in a figure.  Results and conclusions: The authors found that brand trust, brand image, consumer satisfaction and perceived value were the most central factors that affected hotel brand loyalty positively. Brand attitude, perceived quality and brand personality did not have a noticeable effect on hotel brand loyalty. Contribution of the thesis: The study contributes to increasing the knowledge of hotels for Swedish leisure-travelers regarding how they can create loyalty towards their brand.  Suggestions for future research: The authors have identified three suggestions for future research. 1. Research how much the different factors affect brand loyalty and rank them. 2. Examine what liaison brand trust, consumer satisfaction and brand loyalty have. 3. Conduct a further developed study on brand attitudes and brand loyalty.

The phenomenon of Virtual Power Plant (VPP) has gained increased attention in many parts of the world in recent years. In 2022 the European Union, in response to the rising energy prices as well as the ongoing Russian invasion of Ukraine, set a goal of speeding up the process of creating a digital energy system (European Commission, 2022, p. 20). VPP is the/a solution to the problem, and the EU is set to start its deployment of a common European energy data space no later than 2024 (European Commission, 2022, p. 3).  Previous academic research on VPP has been conducted on the technical aspects of the phenomenon and the adoption of VPP has not been approached from a consumer standpoint. We therefore identified a research gap, since, to the best of our knowledge, no qualitative or quantitative research has been conducted in the area of acceptance of VPP by individuals or households. We could see that there is a need for this type of research due to the goals set by the European Union, and the lack of current research. To fulfill the purpose of our study, we draw on the literatures on supplier switching in homogenous markets, innovation adoption, and technology acceptance to develop a conceptual framework and further empirically extend it via a mixed-method approach. The qualitative component of the study consists of three online on-on-one interviews, conducted with the help of a discussion guide. The interviewees selected were considered to be appropriate participants, suited for our study. The interviews gave us a deeper understanding of how VPP came across to the Swedish consumer, as well as how it was perceived by them. The quantitative study was done by the means of a survey of 75 respondents, enabling us to conduct a set of linear regressions in order to test our hypotheses.  Through our mixed-method study, we were able to develop an integrative framework, showcasing factors related to Swedish consumers’ intention to partake in VPP. We could conclude that Swedish consumers see value in VPP, and that there is curiosity related to the topic which indicates that there is an interest to explore and partake in VPP. We further discuss a range of recommendations to policy-makers and energy providers, as well as the potential contributions of VPP to the two important social aspects: sustainability and energy security.

博士(心理学) / Doctor of Philosophy in Psychology / 同志社大学 / Doshisha University

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