Abstract:
Modern technologies are currently very important tools for retailers how to increase the effectiveness of processes which take place in retail chains. It is not just retailers who use modern technologies – customers also use these technologies when they make purchases in retail stores. The main aim of this article is to analyze the attitude of Czech customers to these technologies from various aspects. Knowledge of customers’ attitudes form a basic step for retailers to be able to improve the modern technologies perception and also to increase the level of these technologies use. Based on the analysis it can be stated that the customers’ attitude to modern technologies is modestly positive regardless the gender, age or other demographic and socioeconomic characteristics. Very interesting is the finding that modern technologies are used more by women and by inhabitants from the larger places of residence.
