| Abstract [eng] |
The aim of this master work is to prepare a model of costumer’s motivation, which is based on identified measures for motivating, which increases the activeness of costumer’s participation in co-prodoction of a product. With references to marketing, scientific works of management specialists, the concept for costumer’s participation was identified; relation bitween costumer’s participation and his management are discussed. After analysing general theories of motivation, the process of motivation is concluded from that, together with an analysis of its stages. The interview method identified the motives for active participation of the costumer, and from basing on that, measures for motivating were prepared. The efficiency of measures for motivating was verified experimentally. The hypotheses of the investigation were confirmed: by motivating costumers it is possible to achieve their active participation while developing the product; the gain of positive experience will stimulate costumers for an active participation in the future too. The model of costumer`s motivation was prepared. The publications of author`s works are described in 22 addition. |
