Analýza chovania zákazníkov pri výbere dodávateľa redakčného systému

Abstract

A problem in the content management system market is a customer dissatisfaction with the provided CMS features. The aim of the thesis is to characterize customer behavior in CMS selection and to determine the preferences of individual criteria when choosing an content management system. For the analysis, the method of electronic questionnaire survey was chosen and Saaty's pairwise comparison method was used to identify the behavior of the customer in the steps of the B2B decision-making process. The benefit of this work is table 5.11, which shows the overall customer preferences and the preference of criteria according to a certain type of CMS. The second is the analysis of customer behavior, which is described in the practical part, using contingency graphs. As a result, research reveals some differences in the preferences of the criteria, and there are also facts that can explain the behavior of the customer in the individual steps of the decision-making process. Behavior differs, for example, from the frequency of CMS usage.