7th EMAC Regional Conference Where the East kisses the West: marketing convergence and divergence in the new Europe
What had been considered the East has changed, and the same has happened to the West. Today, all of the world's economies are interdependent, meaning that the East is dependent on the West, and vice versa. In this interconnected world, the transitional economies of Central and Eastern Europe are experiencing diverse challenges. First, they need to define their own place in regard to the relationship between east and west, which affects their marketing strategies, positioning and targeting. Second, they need to understand the interdependence between the East and West, specifically understanding consumers on both sides, as well as suppliers and other important stakeholders. Finally, they need to become fully integrated into the new world by offering innovative and competitive solutions. In these ways, companies operating in Central and Eastern Europe have the opportunity to explore and use the best from both worlds and to position themselves as a knowledge bridge between the East and West, at that unique place where the East kisses the West. Companies from CEE have the opportunity to become global leaders by reconciling collaborative expertise obtained from their position as a bridge between the two worlds.
This study deals with customer experience and its impact on customer loyalty to online store. Based on already existing surveys we have tried to develop a new approach for the problem of customer loyalty in Russian emerging online market. This research looks into the matter of customer purchase history provided by Russia's largest online store of tools and equipment. In the project, we carry out a review of consumer behavior. In accordance with the conducted sample, the fact that customer loyalty can be determined by the total or average order value was denied.