20.500.12556/DKUM-10622 RAZISKAVA ZADOVOLJSTVA ODJEMALCEV V PRODAJALNAH PIKAPOLONICA RESEARCH OF CUSTOMER SATISFACTION IN SHOPS PIKAPOLONICA V diplomski nalogi smo obravnavali temo, ki se nanaša na področje marketinga, natančneje na področje raziskave marketinga in zadovoljstva odjemalcev. Koncept zadovoljstva odjemalcev mora biti v središču razmišljanja vsakega podjetja, ki želijo biti uspešne in boljše od konkurentov. Tudi vedno več podjetij se zaveda pomena tega koncepta za njihov obstoj in celo za preživetje. S poznavanjem potreb in želja potencialnih in obstoječih odjemalcev lahko podjetje oblikuje strategijo, s katero želi uspeti na trgu in si tako zagotoviti svoj prostor na že tako nasičenem trgu. Seveda pa je najbolj pomemben prvi stik z odjemalcem, ki ga opravi prodajno osebje podjetja. V praktičnem delu smo predstavili podjetje Pikapoka d.o.o. in njene prodajalne Pikapolonica, ki smo jih zajeli v našo raziskavo. Prodajalne Pikapolonica so vodilne na področju otroških prodajaln v Sloveniji. Menim, da je nujno potrebno, da podjetja izvajajo raziskave zadovoljstva odjemalcev, saj le tako lahko dovolj zgodaj predvidijo še nenastale probleme. Z raziskavo se lažje prepoznajo potrebe odjemalca, njegove želje, potrebe in pričakovanja, kajti če podjetje pozna le-te, lažje proizvede izdelek, ki ga odjemalec želi. V diplomski nalogi smo dosegli vse cilje in potrdili oziroma zavrnili trditve, ki smo si jih postavili v samem uvodu. Ugotovili smo, kako pogosto odjemalci nakupujejo v otroških prodajalnah in v prodajalnah Pikapolonica v Ljutomeru, Velenju in na Ptuju, kako (ne)pomembni oziroma (ne)zadovoljni so odjemalci z dejavniki pri obisku prodajaln Pikapolonica v Velenju, Ljutomeru in na Ptuju, kateri so nakupni motivi, založenost omenjenih prodajaln Pikapolonica z izdelki po zadnjih trendih, ki jih narekuje trg otroških izdelkov, zadovoljstvo z reševanjem reklamacij, katere izdelke pogrešajo v prodajalni, kaj bi izboljšali v prodajalni in kako se strinjajo s postavljenimi trditvami. Rezultati raziskave so pokazali, da so odjemalci na splošno zelo zadovoljni s posameznimi dejavniki pri obisku prodajalne Pikapolonica, v kateri so se nahajali, vendar pa mora podjetje Pikapoka d.o.o. vseeno paziti, saj lahko hitro pride do preobrata. Ker pa se lahko zgodi, da bodo odjemalci odšli h konkurenci, mora podjetje nenehno skrbeti za zadovoljstvo odjemalcev, saj je tudi na tem področju konkurenca močna. The subject we analyzed in our dissertation deals with the field of marketing, specifically with the research of marketing and customer satisfaction. The concept of customer satisfaction should be in the centre of reflection of the each company, which wants to be successful and better than competitors. Most of the companies are also aware of this concept for their existence on the market or even for survival. If the needs and wishes of potential and existing customers are known the company can create a strategy which they want to assure their place on the already saturated market with. The first contact with the customer is the most important which is made by sales staff. In the practical part we introduced the company Pikapoka d.o.o. and their shops Pikapolonica, which we covered in our research. The Pikapolonica Shops are the leading shops in this field of shops for childrens in Slovenia. I think it is essential that companies carry out research about customer satisfaction, because the only way to provide sufficient time has avoided problems. With research is better to identify customer needs, their desires and expectations, because if the company knows these facts, than it is easier to produce a product that the client wants. We achieved all goals and confirmed or not confirmed the hypotheses set out in our introduction. We found out how often customers shop in shops for children and in shops Pikapolonica in Ljutomer, in Velenje and in Ptuj, how important and satisfied individuals are when visiting the shop Pikapolonica in Ljutomer, in Velenje and in Ptuj, what the buying motives are, information about the stock in the mentioned shops Pikapolonica with the products, according to recent trends which are dictated by the market of children's products, customers’ satisfaction with the handling of complaints, the lack of products in the shop, what could be improved in the shop and how they agree with the arguments set in the introduction. The results showed that customers are generally very satisfied with the individual factors when visiting the shops Pikapolonica, in which they are located, but the company Pikapoka d.o.o. has to be careful as they can quickly lead to reversal. It can happen that customers will go to the competition that is why the company Pikapoka d.o.o. is constantly concerned with the satisfaction of customers, because also on that filed the competition is strong. marketing raziskava marketinga zadovoljstvo odjemalcev metode merjenja zadovoljstva odjemalcev podjetje Pikapoka d.o.o. prodajalne Pikapolonica. marketing marketing research customer satisfaction methods of measuring customer satisfaction company Pikapoka d.o.o. and shops Pikapolonica. true true false [N. Semenič] Slovenski jezik Angleški jezik Diplomsko delo 2009-05-27 18:04:28 2026-08-11 09:49:17 2026-08-12 03:15:53 2026-08-13 03:06:51 2009 0 Njiverce 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 10001948 URN:SI:UM:DK:6CO3RLJZ Ekonomsko-poslovna fakulteta 0 1 0