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Modele zarządzania tożsamością organizacyjną

Author(s): Magdalena Rzemieniak / Language(s): Polish Issue: 34/2014

At first organizational identity was perceived somewhat secondary to the process of building the image. Then it was analyzed in terms of the competitiveness of organizations. Consequently, there emerged models of identity, image and reputation of the organization management. In recent years, the prospect of identity has become an interdisciplinary nature and, therefore, it is the starting point for many concepts in management and marketing, in particular, communication, organizational behavior, brand management and brand image. The main objective of the paper is presenting model approach for the issues of identity management.

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Komunikacja interpersonalna w procesie obsługi klienta

Author(s): Agnieszka Rybowska / Language(s): Polish Issue: 34/2014

The paper presents aspects of verbal and nonverbal communication, and their impact on customer relationships. It has been shown that customers pay attention to both types of communication. A large role in establishing good interaction plays eye contact, facial expressions and gestures. There are communication barriers that impede the reception of messages. These include many different elements. Lack of interest in the client is one of the most frequently cited barriers. Developing a good relationship with the client should begin from the development of good relationship with internal client that is to create a fair, genuine team of satisfied employees who communicate these features to external customers and thus will acquire them for the company

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Relacje z bezpośrednim przełożonym jako czynnik motywacji do pracy

Author(s): Anna Dolot / Language(s): Polish Issue: 34/2014

The aim of the paper is to show the role of the relationship between the worker and direct supervisor in the context of motivation. In the theoretical part the attention is paid to explaining what motivation is in different specialists’ interpretation. An important element is identification of supervisors’ tasks/roles. In the next part selected empirical studies involving supervisors’ and employees’ relations in the area of motivation are presented. The most important part of the paper is the empirical part, which contains own research results on the phenomenon. Hypothesis about the influence of relations between direct supervisor and his employees as well as direct supervisor’s motivation skills on employee’s considering of looking for a new job were verified.

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Satysfakcja klienta i pracownika w służbie zdrowia na przykładzie prywatnego szpitala oraz przychodni

Author(s): Agata Dziduch,Piotr Blicharz / Language(s): Polish Issue: 34/2014

Customer and employee satisfaction research are a vital element in the functioning of the organization. Dissatisfied employees are not engaged in the activities of the organization; they do not feel responsible for it and do not work efficiently, which shall be submitted to the low level of customer satisfaction. The paper presents selected results of researches carried out in late 2013 relating to patient and staff satisfaction in a private hospital and a clinic. The summary includes recommendations for health care units

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Wstępne badania marketingowe w cyklu innowacyjnym nowego opakowania

Author(s): Stanisław Kaczmarczyk / Language(s): Polish Issue: 34/2014

The innovation cycle of a package is similar to the innovation cycle of a packaged product. The production of a good package is based, inter alia, on the research of potential buyers and of the package itself. The research data are being collected from both secondary and primary sources although the latter are more significant. In business practice, the research of packages in the first stages of the above mentioned cycle is often neglected or totally missed out. Thus, the main objective of this paper is to fill that gap. The paper presents a theoretical concept

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Motywacja pracowników oraz satysfakcja klientów w świetle badań empirycznych lubelskiego sektora galerii handlowych

Author(s): Przemysław Grobel,Łukasz Skowron,Łukasz Brych / Language(s): Polish Issue: 34/2014

The paper presents the results of the primary research conducted in the area of measuring the level of customers’ satisfaction and loyalty as well as employees’ motivation of Lublin shopping malls. The main area of research considerations conducted in the paper is to define a set of macrosocial determinants that contribute to the marketing phenomenon. In addition, the authors made a successful attempt to diagnose the strength and nature of the relationship existing between the level of staff motivation and customers’ satisfaction and loyalty in the perspective of individual analyzed issues used while describing marketing phenomena. The paper is the part of the scientific grant awarded by The National Science Centre in Poland (No. NCN 2011/03/D/ HS4/04311).

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Diagnoza zasobów ludzkich i perspektywy zatrudnienia w przedsiębiorstwach handlu detalicznego

Author(s): Piotr Cyrek / Language(s): Polish Issue: 34/2014

The objective of the paper is verification of relations between competitive position and importance of a human factor for the enterprise. The paper presents the results of own research which were conducted on a group of 292 entrepreneurs operating in a sector of food retail trade. Because of essential role of client service in this kind of activity there was verified self assessment of human resources. Entrepreneurs made the assessment using the SWOT analysis and defining human resources as strength or weakness of their enterprise. Following such diagnosis, the paper presents description of changes in employment which were planned in the researched retail entities. To deepen the analysis there were adopted some classifying criteria of the enterprises based on their objective and subjective features

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Ujęcie macierzowe w prognozowaniu liczby notyfikacji w systemie rapex wobec wybranych kategorii produktów

Author(s): Marcin Pigłowski / Language(s): Polish Issue: 34/2014

The matrix regression model was used in the paper to describe the variability in time of the notification number in the RAPEX system concerning all product categories, as well as the most commonly reported, such as toys, clothing, textiles and fashion items, electrical appliances and equipment, motor vehicles, cosmetics and lighting equipment. The paper uses the data available in the annual reports of the RAPEX system, covering the period of 2006–2012. The value of the coefficient determination R2 indicated a satisfactory fit of the linear function for all notifications, and a good fit for notifications regarding clothing, textiles and fashion items and lighting equipment. The prediction carried out for 2014 indicated a further significant increase in the number of notification for all products, clothing, textiles and fashion items, and a decrease in the number of notification in case of lighting equipment.

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Badania satysfakcji klienta a badanie mystery shopping – relacje substytucyjne czy komplementarne?

Author(s): Magdalena Kalińska-Kula / Language(s): Polish Issue: 34/2014

The aim of the discussion was to compare the ability to measure and assess customers’ satisfaction through their opinions and by observation of the customer service processes. For this purpose, a comparative analysis of the buyers’ satisfaction research and Mystery Shopping was made. The theoretical considerations were supplemented by the results of a survey conducted in the autumn of 2011 on a sample of 235 enterprises from the region of Lodz. The study was conducted using individual interview techniques and research tool was an interview questionnaire.

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Wsparcie rozwoju lokalnego przez działania marketingowe władz samorządowych

Author(s): Katarzyna Walkowiak / Language(s): Polish Issue: 35/2014

Local development depends largely on the actions of self-government. Marketing promotes entrepreneurship and improves the quality of residents’ life. It is also a condition for enhancing the attractiveness and competitiveness of the area. The aim of the study is to demonstrate the applicability of marketing tools by local authorities and assessment of these actions by economic entities. Cooperation of self-government with entities located in certain area is the basis for the effectiveness of undertaken actions. The conducted research shows that companies do not highly appreciate this cooperation. Evaluation of marketing actions by self-governments is also low

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Badania nad marką szkoły wyższej

Author(s): Grażyna Nowaczyk,Arkadiusz Kulig / Language(s): Polish Issue: 35/2014

Research on higher education school brand seems to be very important in the context of—emerging and intensifying changes in the education market. The research may be conducted in different groups (candidates for studies, students, employers), with the use of different methods and techniques of research (both quantitative and qualitative) and include various research problems (brand awareness, student satisfaction, survey following up graduates etc.). Some research directions are enforced by legal regulations, while others depend on the needs of the management of higher education school. Undoubtedly, the need for the introduction of market management to higher schools forces the necessity of conducting marketing research and using the results in the management of higher schools

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Kierunki zmian działań marketingowych organizacji pozarządowych

Author(s): Barbara Iwankiewicz-Rak / Language(s): Polish Issue: 35/2014

The purpose of this paper is to present the characteristics of marketing activities run by non-governmental organizations. Nowadays, innovation in the process of designing products and services has become the domain of also those organizations that have been associated with the traditional approach and rich but regular offer. The functions of these organizations and external financing they use commit to the development of competition on their market. Thus they focus more not only on customers but on the social acceptance and attention of institutions that may support them financially. The main finding of the research is the importance of modern trend associated with the use of the Internet by NGOs as a communication and fundraising channel

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Wykorzystanie wizerunku znanych osób w promocji miasta na przykładzie Jeleniej Góry

Author(s): Piotr Zawadzki / Language(s): Polish Issue: 35/2014

The purpose of the paper is to illustrate the possibility of city promotion using a nonstandard form, i.e. celebrity endorsement. The introduction presents problems of territorial marketing and its influence on the development of territorial units. Next the author discussed a city tourist product and its promotion possibilities. Apart from the traditional promotion tools also non standard forms of city promotion were presented. The author also discussed the essence of activities related to celebrity endorsement as well as the examples of this promotion component application in Poland. The final part of the paper presents activities referring to celebrity endorsement based on the example of Jelenia Góra.

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Marka regionu w kontekście rozwoju społeczno-gospodarczego w Polsce

Author(s): Rafał Klóska / Language(s): Polish Issue: 35/2014

Purpose of this analysis includes theoretical and empirical attempt to contemplate over socioeconomic development of regions in Poland at the level of NUTS 2. Brand of the region may be analyzed in context of ranking position of a given province (voivodeship) according to criteria adopted for a diagnosis. Attention was paid to conditions of the regional development and complexity of this process, which results in problems with quantification of the research area. In the research part of the paper, results of linear ordering of Polish regions analyzed in terms of adopted diagnostic variables were presented.

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Event jako szczególny instrument marketingu miejsc na przykładzie Lublina

Author(s): Joanna Wyrwisz / Language(s): Polish Issue: 35/2014

The purpose of the paper is to describe event marketing as successfully used tool in place marketing. Event marketing is a special kind of marketing communication applied by cities and regions in order to create a desired image and to promote a place. The paper presents the essence of event and factors determining its usage. An essential part of the paper focuses on the case study of Lublin city as an example of positive usage of event marketing „Carnaval Sztuk-Mistrzów” in the promotion of the city.

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Modele marketingowe instytucji badawczych i naukowych

Author(s): Marzena Walasik,Aleksander Lotko / Language(s): Polish Issue: 35/2014

The changes that have been taking place on the global market and the emphasis on the commercialization of research results facilitate competitive growth and in a way force organizations, including R&D institutions, to introduce a more market oriented management strategy. Public research organizations are a unique type of enterprises. They offer the results of their research on commercial terms; therefore they require original marketing models that would be tailored to their specific character. The paper’s objective is the analysis of methodology and directions of marketing modeling followed by selected practical examples of the application of such models. The investigations were conducted in accordance to the following three attributes: the type and the character of research results, and the commercialization mechanism indicated. The methods of literature review and deductive approach were used. As a result, five hybrid marketing-business models were proposed, i.e. the innovation model, the niche model, the supply model, the complex model, and the market model, which all aim at supporting the innovation diffusion process.

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Samorząd gospodarczy jako partner samorządu terytorialnego w rozwoju gospodarki lokalnej i regionalnej

Author(s): Katarzyna Walkowiak / Language(s): Polish Issue: 35/2014

Local self-government in the first place is responsible for creating living conditions in the local and regional scale in the present legal system in Poland. However, a self-regulatory organization has a little influence on the development of business life, innovativeness and competiveness of economy, what is more this organization (beside chambers of agriculture) functions in the system of private law. As a result huge potential of knowledge and experience which is the most competent civil factor (entrepreneurs, craftsmen) in economic matter is not fully used in Poland. There are many areas, which compose natural and essential ground of local self-government and self-regulatory organization cooperation. There is therefore a need of equal treatment of all selfgovernments’ form, including self-regulatory organization, which public-law empowerment will be used for strengthen its structural position and effectiveness of operations for the benefit of the public good. The paper constitutes an input for the discussion about cooperation of these entities

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Strategie konkurencyjne wyższych uczelni w Polsce

Author(s): Urszula Szulczyńska / Language(s): Polish Issue: 35/2014

The aim of the paper is to describe the competitive strategies utilized by polish universities. In the first part of the paper there are analyzed factors forcing these entities to formulate and apply comprehensive competitive strategies. The second part was devoted to the analysis of factors shaping decisions of candidates for studies as well as results of observation of the author concerning ways, in which universities are trying to compete in response to students’ expectations.

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Teoretyczne aspekty konkurencyjności regionu

Author(s): Jacek Michalak / Language(s): Polish Issue: 35/2014

Competitiveness of the region can be defined as a form of competitive advantage over other regions, which is the result of the attractiveness of the offer addressed to current and potential inhabitants of the region. The aim of this paper is to discuss issues related to the competitiveness of the region, which are the subject of consideration by many authors dealing with regional development and territorial marketing. In order to accomplish the objective, various views presented in numerous national and international publications, were discussed. Conducted considerations lead to the conclusion, that problem connected with the issues of development includes several key elements. They are mainly: standard of living, business conditions, opportunities to attract investors, as well as ability to adapt positive trends in the environment, that create internal and external benefits (creation of regional growth, entrepreneurship).

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Korzystanie z usług przewodnickich w dobie rozwoju nowoczesnych technologii na przykładzie Krakowa

Author(s): Renata Seweryn / Language(s): Polish Issue: 35/2014

Because of the high information-communication technologies development, an uncertainty to the future of guide services is increasing. Having laptop computers, tablets, smartphones and mobile phones, and by that access to, inter alia, spatial information systems, mobile guides and audioguides, the tourists less and less often use the services of a classical person guide. An empirical verification of this thesis is a purpose of the paper. Using the data coming from the research on tourist traffic in Krakow, a demand for guide services in the city in 2009–2013 was analysed. Since it is possible to state a hypothesis that in the recent time not so much a quantity but rather a demographic-social structure of tourists using the traditional person guide is changing, this aspect of the issue was also examined. Test results of the chi-square test of homogeneity and Cramer’s V coefficient value have revealed that, in analysed years, the smallest evolution concerned, contrary to assumptions, the age structure of customers of guide services in Krakow, and biggest – the structure according to financial situation.

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