Porovnání tradičního a komunitního přístupu k zákazníkům

Abstract

The bachelor thesis is focused on the comparison of traditional and community-based approaches to customers. The topic is set in the technology segment and examined using the examples of Apple, Samsung, and Nothing. The aim of the thesis is to evaluate how consumers from Generations X and Z perceive different marketing strategies and to identify the main barriers that influence their willingness to switch to new market challengers.

The thesis consists of a theoretical and a practical part. The theoretical part defines the basic concepts of marketing communication, consumer behavior, community marketing, brand loyalty, and generational differences. The practical part is based on qualitative research using the focus group method, supplemented by a questionnaire survey. The outcome of the thesis is a set of recommendations for building a community-oriented brand effectively, particularly in the areas of overcoming switching barriers, customer care, product repairability, and active user involvement in product co-creation.