Goal: To examine the impact of nutrition and health claims on Polish consumers’ buying attitudes and intentions.
Design/methodology/approach: A questionnaire-based survey was conducted with a group of 200 Polish consumers using the CAWI method, selected by means of purposive, “snowball” sampling. The survey form consisted of 4 parts: A — evaluation of photos of sample products with nutrition claims, health claims, both type of claims, or no claims (control group); B — answering questions about food labelling and the use of nutrition claims; C — opining on health and nutrition claims presented as separate, non-product-specific messages.

Findings: The perception of … Czytaj więcej »

The aim of this paper is to conceptualize Design Thinking and customer experience management (CEM), to situate the use of the Design Thinking method in customer experience management processes and to present its practical application based on a case study from the financial services industry — the trade credit insurer, Euler Hermes Poland, Towarzystwo Ubezpieczeń S.A. This article is an attempt to identify actionable Design Thinking process elements and tools and their intersections with the components of the Customer Experience Management processes.

Michał Prorok — PhD Student at the SGH Warsaw School of Economics and Customer Experience Manager at TEB … Czytaj więcej »