20.500.12556/DKUM-13998 ZAZNAVANJE KAKOVOSTI STORITEV PLESNIH ŠOL PERCEIVED SERVICE QUALITY OF DANCE SCHOOLS Na trgu plesnih šol v Sloveniji obstaja močna konkurenca, saj gre za storitve po katerih obstaja veliko povpraševanje. Za obstoj na trgu je vlaganje v kakovost storitev neizogibno, zato morajo plesne šole dobro poznati svoje potencialne in obstoječe odjemalce ter vlagati v tiste lastnosti zaznane kakovosti storitev, ki pripravijo odjemalca, da ostane pri plesni šoli, saj je veliko študij pokazalo, da je potrebno veliko več denarja, časa in pripomočkov, da pridobimo nove odjemalce, kot pa da obdržimo obstoječe. Prav te lastnosti smo poskušali ugotoviti s predstavljeno raziskavo plesnih šol, v katero je bilo zajetih 170 odjemalcev 4 plesnih šol. Po analizi rezultatov izvedene ankete smo prišli do zaključkov, da bi plesne šole morale največ vlagati v izobraževanje in usposabljanje izvajalcev storitev ter njihov odnos z odjemalci. Anketiranci so namreč kot najpomembnejše lastnosti zaznane kakovosti storitev opredelili zaupanje in empatijo izvajalcev storitev. Prav tako pa so izvajalca storitve določili kot poglavitni razlog pri odločitvi za vrnitev ali menjavo plesne šole. Zadovoljni odjemalci so zagotovili, da se bodo k plesni šoli vrnili. There is a strong competition in the market of dance schools in Slovenia, because there is a high demand for its service. To remain on the market it is crucial to invest in the quality of services, that is why dance school have to know their potential and existing customers very good and they have to invest in the properties of perceived service quality that prepare the clients to remain in their dance school, because many studies have shown that a lot more money, time and tools are needed to gain new customers than to retain existing ones. It is these properties I have tried to identify with my investigation, in which 170 customers of 4 dance schools cooperated. After analyzing the results of a survey I have came to the conclusion that dance schools should invest more in education and training of service providers and in their relationships with customers. Respondents in fact perceived trust and empathy of service providers as the most important characteristics defining the quality of service. They also defined the service provider as the main reason for their decision to return or change their dance school. Satisfied customers are sure that they will return to the their dance school. storitve kakovost lojalnost plesna šola service quality loyalty dance school true true false [I. Ogorevc] Slovenski jezik Angleški jezik Diplomsko delo 2010-05-18 12:38:22 2010-09-29 14:56:12 2022-04-12 11:39:13 2023-12-17 03:09:35 2010 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 005.336.3 10367260 URN:SI:UM:DK:MGCGH9O4 UNI_Ogorevc_Ines_2010.pdf UNI_Ogorevc_Ines_2010.pdf 1 0509B678650971229A509946B46955F5 42879d6b8101df0b3e64c73c8429969e475c685db42687cdfcd0e3029492ffee 0bdacb77-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/25f1ac71-a9ef-45ac-b908-bab3c0d1e6ad https://dk.um.si/Dokument.php?lang=slv&id=14604 Ekonomsko-poslovna fakulteta 0 0 0