Trójkąt kluczowych interesariuszy i paradoks klienta: perspektywa interesariuszy w handlu omnichannel w niemieckim sektorze elektroniki
DOI:
https://doi.org/10.15611/pn.2026.2.09Słowa kluczowe:
paradoks klienta, teoria interesariuszy, handel omnichannel, ekosystemy handloweAbstrakt
Cel: Niniejsze badanie typu single-firm case study analizuje, w jaki sposób transformacja omnichannel zmienia relacje interesariuszy, struktury władzy i wzorce wpływu w MediaMarktSaturn na niemieckim rynku elektroniki użytkowej.
Metodyka: Zastosowano konwergentny równoległy projekt mixed-methods oparty na 36 ekspertach MediaMarktSaturn oraz typologii interesariuszy Reed i in. (2009), uzupełniony macierzą zainteresowanie–wpływ, diagramem tęczowym oraz oryginalnym Indeksem LoI.
Wyniki: Badanie identyfikuje odporny trójkąt kluczowych interesariuszy (detaliści, dostawcy logistyki, producenci) oraz paradoks klienta (wysoka strategiczna ważność przy ograniczonym bezpośrednim wpływie).
Implikacje i rekomendacje: Detaliści powinni priorytetowo traktować relacje w ramach trójkąta kluczowych interesariuszy oraz wdrożyć strukturalne mechanizmy zbierania opinii klientów. Przyszłe badania powinny przeanalizować efekty długoterminowe, szczególnie po przejęciu przez JD.com w 2025 roku.
Oryginalność/wartość: Praca stanowi pierwszą systematyczną analizę interesariuszy w handlu omnichannel w formule single-firm case study, wprowadzając Real Utility Analysis oraz Indeks LoI jako nowe narzędzia metodologiczne.
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Prawa autorskie (c) 2026 Rafael Heinrich Czekalla
Utwór dostępny jest na licencji Creative Commons Uznanie autorstwa – Na tych samych warunkach 4.0 Miedzynarodowe.
Accepted 2026-06-05
Published 2026-07-29
