20.500.12556/DKUM-18945 ANALIZA ZVESTOBE ODJEMALCEV PRI TRŽENJU STORITEV THE ANALYSIS OF CUSTOMER LOYALTY IN MANAGING SERVICES V nalogi raziskujemo področje zvestobe odjemalcev. Prikažemo razvoj trženja od začetkov do trženja odnosov, ki se stopnjuje do zavedanja pomena zvestobe odjemalcev, vključno s predhodniki in posledicami zvestobe. V empiričnem delu postavljamo problem zvestobe v lekarniško dejavnost, analiziramo problematiko le-te ter v trženjskem smislu raziskujemo poglavitne dejavnike, ki vplivajo na zvestobo odjemalcev lekarniških storitev. Ugotovili smo: - vplivnost posameznih neodvisnih spremenljivk na zvestobo izbrani lekarni; - vplivnost dveh skupin neodvisnih spremenljivk na zvestobo izbrani lekarni; - stopnjo splošnega zadovoljstva pri odjemalcih lekarniških storitev, stopnjo opravljanja večine obiskov v isti lekarni ter verjetnost priporočila te lekarne kot posledice zvestobe ter jih primerjali med seboj; - kakšna so odstopanja pri pomembnosti neodvisnih spremenljivk v dojemanju odjemalcev lekarniških storitev na izbor izbrane lekarne - Lekarne Arnica montana v Mariboru, v primerjavi z vzorcem v celotni Mestni občini Maribor. The present thesis researches the field of customer loyalty. It features marketing development, from its beginnings to relationship marketing whose progressive intensity culminates with the awareness of the importance of customer loyalty, including its antecedents and consequences. The empirical part focuses on loyalty in pharmacy activities, analyses the related problem areas and carries out a marketing study on influential factors affecting customer loyalty within pharmacy services. The findings of the study comprise the following items: - the influence of individual independent variables on loyalty towards a chosen pharmacy; - the influence exercised by two groups of independent variables on loyalty towards a chosen pharmacy; - the level of overall customer satisfaction in purchasing pharmacy services, the frequency of purchasing in the same pharmacy and the likehood to recommend the pharmacy as a result of loyalty, followed by a comparison of these three elements; - deviation assessed in the importance of independent variables influencing pharmacy services custumers in their choice of the pharmacy – that of Lekarna Arnica montana (Arnica montana Pharmacy) in Maribor, in comparison with the common pattern of selection within the Municipality of Maribor. ZVESTOBA ZADOVOLJSTVO LEKARNIŠKA DEJAVNOST LOYALTY SATISFACTION PHARMACY ACTIVITIES true true false M. Stamenkovič Slovenski jezik Angleški jezik Magistrsko delo 2011-06-12 19:40:58 2011-10-12 13:37:21 2022-04-13 14:56:58 2023-12-24 03:29:05 2011 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 10779932 URN:SI:UM:DK:DNCCE0MQ MAG_Stamenkovic_Marko_2011.pdf MAG_Stamenkovic_Marko_2011.pdf 1 12578F5052DB06E0E89CBBDAB20F512A 0bb37272911df54184dc2c12dfc0e752f184b241ddc0d12608c257ddc82bbf5f 424ce9bf-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/5e235a5e-c233-484f-b4a2-ac08973ad889 https://dk.um.si/Dokument.php?lang=slv&id=22821 Ekonomsko-poslovna fakulteta 0 0 0