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This paper deals with the use of data-driven marketing as the important part of digital marketing. Data are valuable and necessary input for sellers as they are able to make decisions in many fields of digital marketing. This study is focused on the customer satisfaction modelling whereas the main aim is to find out models that optimally describe total customer satisfaction and to determine the importance of individual factors and discover their impact on the total satisfaction. The process of modelling is demonst...

This paper deals with the nature of understanding the term green customer in automotive industry. There has been confusion between purported meanings of this term by different groups of people. The green customer shall be defined on the basis of his motivation that ultimately drives his purchasing behaviour. However, this term is often misinterpreted. The definitions of different groups of people are developed in this paper. Logical implications together with empirical validation are applied to test their validity...

As electric vehicles market in Europe grows, the requirements for higher density of charging infrastructure are increasing. The purpose of this study is to present a method how the existing supply of charging service can be measured. This is demonstrated on the current situation in the Czech Republic. The paper follows on the background of previously published studies dealing with charging infrastructure optimization models. Geographical datasets of various types are processed and merged. Crucial factors of the pr...