FACE-TO-FACE AND ELECTRONIC COMMUNICATION WITH CUSTOMERS IN RETAILING AND COMPANY PERFORMANCE: A CASE STUDY IN THE ELECTRONICS AND COMMUNICATION EQUIPMENT RETAIL INDUSTRY IN THE CZECH REPUBLIC

Enterprise performance as well as customer satisfaction and loyalty are phenomena that are at the forefront of the assessment of not only the current, but also the future value and prospects of an enterprise in today’s demanding, highly competitive conditions (Suchánek & Eger, 2019). Customer satisfaction and loyalty are prerequisites for strengthening the position of an enterprise in the market, and thus are also connected with achieving success in customer orientation (Kotler & Keller, 2013), which in turn is connected with the quality of services provided. The focus on service quality when selling competitive products combined with communication with customers via Facebook on a company’s brand page (De Vierman, Cauberghe, Hudders, & De Pelsmacker, 2017) is a key factor to increasing the performance of a company. Today, organizations should consider the way they communicate with their target audience and consider social networks (particularly Facebook) and e-shops as a new way of expanding the business.