Loajalita ke značce u internetových firem: Příklad firmy Trivago

Online companies contribute significantly to world's GDP. The restored market conditions after the dot-com bubble create an attractive and profitable environment for the new entrants. Therefore the competition increases rapidly. More than ever the competitive advantages become the key factors of success. Online companies face challenges when creating these competitive advantages. Despite similarities with the traditional firms in structure and organization, companies operating through the internet show some distinctive specifics. These particularities are often related to the intangible nature of the online products. Different strategies are pursued in order to mitigate the uncertainty perceived by user which arises from the intangibility. Researches showed that creating brand loyalty is one the ways that help adding the aspect of tangibility and leads to repeated purchases. This theses applies the theoretical concepts of online brand loyalty on the case of Trivago company in order to test the validity of e-loyalty drivers models and discover the possibilities of these models' extensions by adding the dimension of relative importance.