1 research outputs found
Managing the relationship of the organization through traditional correspondence : analysis of personalized envelopes
PURPOSE: The paper addresses the unexplored topic of traditional correspondence
personalization and its potential impact in creating firm relationships with stakeholders of
the organization. It provides interesting conclusions and many practical tips when designing
and managing traditional correspondence with stakeholders, taking into account several
profiles of correspondence recipients.APPROACH/METHODOLOGY/DESIGN: The study was conducted using a qualitative method – the
focused group interview technique. Data was selected based on socio-demographic
characteristics, as well as features distinguishing customers, which were key independent
variables for the cognition process. The stage of selection of participants in focus group
interviews was preceded by a personal questionnaire to select research units (persons) who
met the assumptions of the research sample. The analysis of the collected empirical material
was carried out based on open coding, allowing for the emergence of homogeneous
theoretical categories.FINDINGS: Designing envelopes could be challenging due to several factors determining their
positive perception among populations. The basic determinants in the perception of
traditional correspondence include its size, shape, colour, and graphic design. Based on the
research, one of many factors in creating a competitive advantage in the traditional
correspondence market is personalized double-sided envelope printing.PRACTICAL IMPLICATIONS: This paper is rich not only in several findings and quite bold,
unambiguous indications for the design of envelopes but also contains many interesting
hypothetical conclusions that require confirmation in further research processes, also using
a quantitative approach. This is undoubted – mainly due to the exploratory nature of this
research and development project – an extremely interesting empirical material that requires
further, in-depth analysis to optimize business processes and obtain the most effective
solution. Being convinced of the effectiveness and high quality of the methodological
workshop of social sciences, the use of such analyses and expert opinions may contribute to the implementation of the most suitable solution to the current and future needs of a given
business entity.ORIGINALITY/VALUE: The results of this research contributed to creating lasting relationships
between an academic research unit and a business entity by supporting the decision-making
process regarding strategic development in the form of infrastructural investment. The
exercised solutions contributed to managing the relationship of the company through
traditional correspondence.peer-reviewe