CONFERENCE PROCEEDINGS 14th Annual International Bata Conference for Ph.D. Students and Young Researchers 25/4/2018 1 Conference Proceedings DOKBAT 14th Annual International Bata Conference for Ph.D. Students and Young Researchers Tomas Bata University in Zlín Faculty of Management and Economics Mostní 5139 – Zlín, 760 01 Czech Republic Copyright © 2018 by authors. All rights reserved. Digital publishing – www.dokbat.utb.cz. Published in 2018. Edited by: Ing. et Ing. Monika Hýblová ISBN: 978-80-7454-730-0 DOI: 10.7441/dokbat.2018 The publication was released within the DOKBAT conference, supported by the IGA project No. SVK/FaME/2018/002. Many thanks to the reviewers who helped ensure the quality of the papers. No reproduction, copies or transmissions may be made without written permission from the individual authors. HOW TO CITE: Surname, First Name. (2018). Title. In DOKBAT 2018 - 14th Annual International Bata Conference for Ph.D. Students and Young Researchers (Vol. 14). Zlín: Tomas Bata University in Zlín, Faculty of Management and Economics. Retrieved from http://dokbat.utb.cz/conference-proceedings/ ISBN: 978-80-7454-730-0 CONTENT BUILDING CUSTOMER RELATIONSHIP THROUGH THE SOCIAL NETWORKS IN THE FIELD OF E-COMMERCE IN CZECHIA - CONCEPTUAL FRAMEWORK OF RESEARCH Ottó Bartók ............................................................................................................................. 6 ENTERPRISE PERFORMANCE ANALYSIS OF THE SLOVAK HEALTH SPA SECTOR BY APPLYING SELECTED MODERN FINANCIAL METHODS Veronika Čabinová, Erika Onuferová, Dana Kiseľáková, Beáta Šofranková ...................... 17 SECTORAL DIFFERENCES IN THE CREDIT ACCESS IMPEDIMENTS OF TURKISH SMEs30 Mehmet Civelek and İbrahim Dursun .................................................................................. 30 ECONOMIC EVALUATION OF THE FREE MOVEMENT OF CIZIZENST IN THE EU Meri Duduci .......................................................................................................................... 44 THE DETERMINANTS OF EXPECTED INFLATION IN VIETNAM Do Phuong Thao, Le Tuan Doanh, Do Thi Thanh Nhan .................................................... 51 INSURANCE DISTRIBUTION IN THE FUTURE Alexander Fichter ................................................................................................................. 57 FINANCING POLICY OF CZECH AUTOMOTIVE COMPANIES Florin Aliu, Gent Jusufi, Besnik Krasniqi, Hoang Khang Tran ........................................... 62 THE LINKS BETWEEN MEANINGFULNESS OF WORK, WORK-ENGAGEMENT AND MENTAL WELL-BEING Frank W. Hager .................................................................................................................... 76 THE CONSUMER DECISION-MAKING PROCESS WHICH FORM DOMESTIC BRAND LOYALTY: A LITERATURE REVIEW Fortesa Haziri, Miloslava Chovancová, Florin Aliu ............................................................. 95 CHANGEOVER TIME REDUCTION THROUGH LEAN TOOL “SMED” – A CASE STUDY FROM FOOD SECTOR Kateřina Gálová .................................................................................................................. 103 THE ROLE OF THE PENSION SYSTEM IN THE MODERN WORLD Raman Herasimau ............................................................................................................... 116 CURRENT STATE OF SCIENTIFIC KNOWLEDGE IN THE FIELD OF CRM USE IN TOURISM Monika Hýblová ................................................................................................................. 127 RELATIONSHIP BETWEEN REPUTATION AND COMPETITIVENESS Mária Kozáková ................................................................................................................. 137 CZECH COMPANIES' ATTITUDES IN TRAINING MANAGEMENT Ladislav Kudláček, Ravindra Hewa Kuruppuge, Aleš Gregar ........................................... 148 THE EXISTING CORRELATION BETWEEN THE CPI OF OTC DRUGS AND OTHER GOODS AND SERVICES Eva Loubalová .................................................................................................................... 167 SOCIAL MEDIA: NEW CHANNEL OF INTERNAL COMMUNICATION FOR EMPLOYEE ENGAGEMENT? Lien. H.L. Nguyen and Aleš Gregar ................................................................................... 177 ASSESSMENT OF EFFICIENCY IN GOVERNMENT SERVICES DELIVERY THROUGH E-PLATFORM IMPLEMENTATION? EVIDENCE FROM KENYA Patrick Asango Okanga, Ho Thanh Tri, Nguyen Thi Bich Thuy ....................................... 188 APPLICATION OF VALUE STREAM MAPPING IN ORDER TO RECOGNIZE OPPORTUNITIES TO IMPROVE PROCESSES AND INCREASE BUSINESS PROCESS PERFORMANCE: A CASE STUDY FROM MANUFACTURING COMPANY IN THE CZECH REPUBLIC Pavel Ondra ........................................................................................................................ 199 HOW THE HOUSING POLICY CONTRIBUTES TO THE BRAND OF CITY DISTRICT Petr Štěpánek ...................................................................................................................... 211 PHENOMENON BITCOIN: MONEY OF FUTURE OR JUNK COMMODITY? Vojtěch Sadil ...................................................................................................................... 219 THE ROLE OF MANAGERS IN THE CONTEXT WITH THE IMPLEMENTATION OF LEAN SIX SIGMA IN SMALL AND MEDIUM-SIZED ENTERPRISES Roland Stankalla and Felicita Chromjakova ...................................................................... 229 WHY IT IS IMPORTANT TO USE SOCIAL MEDIA IN INTERNATIONAL MARKETING STRATEGIES Mariana Tesařová ............................................................................................................... 240 MODEL 5P FOR ECONOMIC ZONES IN VIETNAM Tran Ngoc Son .................................................................................................................... 253 TOURIST ATTITUDE ON LUXURY HOTELS Nga Vo ................................................................................................................................ 261 INVESTMENT-RELATED ISSUES IN VIETNAM: A CASE STUDY OF THE AUTOMOTIVE AND ELECTRONIC INDUSTRIES Vu Hoang Duong and Do Le Nhu Quynh .......................................................................... 276 LINKEDIN AND ITS IMPACT ON MARKETING STRATEGY IN BUSINESS Nikola Vykydalová ............................................................................................................. 289 BUILDING CUSTOMER RELATIONSHIP THROUGH THE SOCIAL NETWORKS IN THE FIELD OF E-COMMERCE IN CZECHIA - CONCEPTUAL FRAMEWORK OF RESEARCH Ottó Bartók Abstract This article discusses the concept of building customer relationship through the social networks (SN) to maintain loyalty and increase customer satisfaction in e-commerce in the Czech Republic. SN are a phenomenon at the beginning of the 21st century and it is a question of whether they can be used as a supportive tool in building relationships with customers. This research framework provides the basic theoretical knowledge necessary to create a conceptual framework of research. For this was used content analysis of literature. Includes individual research methods, both qualitative and quantitative. The qualitative part is supported by an interview and quantitative is supported by the Structural equation modelling (SEM). At the end of the article, the is suggested implications for theory and social practice are given. Key words: CRM, social networks, e-commerce, Czechia 1 INTRODUCTION In today's dynamically developing companies, companies face huge challenges such as high competition and the associated saturation of the market. There are also unpredictable changes in customer trends and requirements, both for companies themselves and for products. (Porter, 2008) This saturation of the market, as well as competition, puts the emphasis of companies on customer care. Maintaining customers is essential, not only for the key but also for existing ones. Social networks (SNs) have the potential to increase revenue and offer the opportunity as a new communication tool within Market 4.0. CRM, in turn, manages customer relationships. Combining these two tools can help increase customer loyalty and thus improve customer relationships as a result of these changes and improve the position of businesses in a market environment. The research gap of this research concept is in the identifying the influence of the use of SNs on the satisfaction and loyalty of e-commerce customers in the Czech Republic in the selected segment and to propose recommendations for applications in business practice. The Czech Republic has been selected due to unrealized research in this country and due to the continuous development of this area in the Czech Republic. This sector has grown more markedly in the Czech Republic since the millennium when the turnover of CZK 1 billion was exceeded. At present (2017), the turnover is CZK 115 billion, which is still only a fraction of the turnover in Germany, which is equivalent to ten times the Czech turnover in e-commerce for the same period. In addition, it is expected that this sector will continue to evolve. According to a published case study of the Association of Electronic Commerce (APEK), the electrical sector for 2017 is the most visited and most sought-after e-commerce sector. Therefore, this sector offers considerable potential for implying results. We can understand the electrical sector according to the APEK portal as a sector dealing with the sale of electrical appliances and electrical household appliances. 6 2 THEORETICAL FRAMEWORK 2.1 CRM It necessary