03117ntm a22005897i 4500 000538024 CZ-PrVSE 20180127093714.0 m d cr n|||||||||| 180127s2017 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Macháčková, Eliška ISIS:101493 dis Bariéry přechodu z iPhone na Google Pixel : Kvalitativní Studie eng Barriers of Switching from iPhone to Google Pixel : Qualitative Study Eliška Macháčková 2017 ?? stran : digital, PDF soubor Vedoucí práce: Miroslav Karlíček Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2018 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2018 The research study maps out the main barriers of switching from iPhone to Google Pixel faced by Millennial iPhone users. Based on four focus groups with iPhone users conducted before and after using Pixel for two weeks the author identified that iPhone users are satisfied with iPhone but they are on daily basis dealing with several issues, such as lack of internal storage. Although the experience of using Pixel exceeded users’ expectations, it was not strong enough to convince them to consider switching to Pixel. The main barriers of switching revealed by the research are: a brand loyalty, risk aversion, synchronisation of iOS ecosystem, and a design of the hardware. The research showed multiple differences between the switching barriers faced by female and male iPhone users, such as the size of the device. In the end, managerial recommendations for marketing strategy of Pixel were provided. Způsob přístupu: Internet international management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas iPhone Pixel Google Apple Switching barriers Switching Marketing startegy Brand loyalty Marketing of smarthones Smartphones Karlíček, Miroslav, 1979- vse2010558291 ths Fleming, Kate opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/63212/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/63212 Hlavní práce https://insis.vse.cz/zp/63212/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/63212/posudek/oponent/55177 Oponentura https://insis.vse.cz/zp/63212/priloha/16287 Přiloha k práci https://insis.vse.cz/zp/63212/podrobnosti dc:identifier NEPOSILAT VSKP vse63212 180126 63212