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Impact of the COVID-19 crisis on service enterprises and their attitudes towards marketing investments

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dc.title Impact of the COVID-19 crisis on service enterprises and their attitudes towards marketing investments en
dc.contributor.author Juříková, Martina
dc.contributor.author Ližbetinová, Lenka
dc.contributor.author Káčerková, Eliška
dc.relation.ispartof Scientific Annals of Economics and Business
dc.identifier.issn 2501-1960 Scopus Sources, Sherpa/RoMEO, JCR
dc.identifier.issn 2501-3165 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2022
utb.relation.volume 69
utb.relation.issue 4
dc.citation.spage 539
dc.citation.epage 556
dc.type article
dc.language.iso en
dc.publisher Editura Universitatii „Alexandru Ioan Cuza” din Iasi
dc.identifier.doi 10.47743/saeb-2022-0021
dc.relation.uri http://saeb.feaa.uaic.ro/index.php/saeb/article/view/1673
dc.relation.uri http://saeb.feaa.uaic.ro/index.php/saeb/article/download/1673/279/2384
dc.subject service enterprises en
dc.subject marketing investment en
dc.subject enterprise size en
dc.subject COVID-19 en
dc.subject service sector en
dc.description.abstract The service sector has become the dominant sphere of market economies over the last forty years. The maturity of a country's economy is directly related to the maturity of services as an economic sector. The immense growth across the service sector has also put mounting pressure on the competitiveness of service enterprises and their marketing activities. The turn of the millennium has already seen the competitive struggle affected by two crises - first, an economic one and now, one caused by the Covid-19 pandemic, which has had a great impact (not only) on the service sector. The article deals with the question of how Czech service enterprises reflect on the impact of the pandemic. The article's aim is to find out how service enterprises perceive the impact of the Covid-19 crisis depending on their size and classification within the service sector and how they approach marketing investments during a pandemic crisis. The research is focused on service enterprises (n=90) in terms of their application of marketing processes in the conditions of the Czech Republic in the period 2020-2021. The results, based on descriptive and inferential statistics (ANOVA test in conjunction with Hochberg and Games-Howell tests, Pearson's correlation coefficient and chi-squared test), show that smaller enterprises tend to be more affected by the effects of government measures in the context of the Covid-19 crisis than medium and large enterprises. en
utb.faculty Faculty of Multimedia Communications
dc.identifier.uri http://hdl.handle.net/10563/1011396
utb.identifier.obdid 43884020
utb.identifier.scopus 2-s2.0-85186213859
utb.identifier.wok 000911017100003
utb.source J-wok
dc.date.accessioned 2023-02-17T00:08:32Z
dc.date.available 2023-02-17T00:08:32Z
dc.description.sponsorship [RVO/FMK/2020/001]; [RVO/FMK/2021/001]
dc.description.sponsorship Universiti Malaysia Kelantan, UMK
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.rights.access openAccess
utb.contributor.internalauthor Juříková, Martina
utb.contributor.internalauthor Káčerková, Eliška
utb.fulltext.sponsorship This publication was realized with support of the internal institution projects: RVO/FMK/2020/001 Support for the conceptual development of the field of Marketing Communication in the area of research activities and outputs; RVO/FMK/2021/001 Support for the activities of UMK research teams.
utb.wos.affiliation [Martina, Jurikova; Elsska, Kacerkova] Tomas Bata Univ Zlin, Fac Multimedia Commun, Zlin, Czech Republic; [Lenka, Lizbetinova] Inst Technol & Business Ceske Budejovice, Fac Technol, Ceske Budejovice, Czech Republic
utb.scopus.affiliation Faculty of Multimedia Communications, Tomas Bata University in Zlín, Czech Republic; Faculty of Technology, Institute of Technology and Business in České Budějovice, Czech Republic
utb.fulltext.projects RVO/FMK/2020/001
utb.fulltext.projects RVO/FMK/2021/001
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