20.500.12556/DKUM-19848 ZAUPANJE, ZADOVOLJSTVO IN ZVESTOBA ZNAMKI IZDELKA NA SPLETU TRUST, SATISFACTION AND CUSTOMER LOYALTY OF WEB BRAND V diplomskem seminarju predstavljamo temo, ki se nanaša na splet, ki je danes pomemben del življenja odjemalcev. Zadovoljni odjemalci so izjemno pomembni za podjetja in njihove blagovne znamke oziroma znamke izdelka. Zaradi tega si morajo podjetja prizadevati, da bodo imela čim več zadovoljnih odjemalcev in čim manj nezadovoljnih odjemalcev. Če ni zadovoljnih odjemalcev, ni zvestih odjemalcev. Za zvestobo je pomembno zadovoljstvo, saj se zvestoba brez zadovoljstva ne more razviti. Zvesti odjemalci so največje bogastvo vsake blagovne znamke, saj podjetja dobijo s tem zagotovilo, da se bodo vedno znova in znova vračali. Vsekakor, pa je za vse to potrebno tudi zaupanje. Zaupanje je ključnega pomena, ko odjemalci razmišljajo ali bi morda zamenjali dosedanjo znamko izdelka. Takrat je zaupanje, ki ga dojijo do dosedanje znamke izdelka, ključnega pomena, saj to pomeni veliko prednost, pri zamenjavi le-te. Povezanosti vseh treh konceptov ni možno prezreti, zato je celotna zadeva še nekoliko bolj zapletena. Splet je okolje, ki poleg veliko priložnosti, ponuja tudi veliko nevarnosti. Priložnosti na spletu se pojavljajo za znamke izdelka, kakor tudi za odjemalce, prav tako pa se za oboje pojavljajo nevarnosti. Ključnega pomena pri spletnih blagovnih znamkah je zaupanje. Če jim odjemalci ne zaupajo, bodo odšli drugam. Zaradi tega, je še posebej pomembno, da se podjetja osredotočijo predvsem na spletne strani blagovnih znamk, saj le-te igrajo podobno vlogo kakor fizične prodajalne. Pri tem je potrebno voditi ustrezno varnostno politiko, katere glavna skrb mora biti zaščita identitete odjemalcev in varnost plačevanja preko spleta. Med prioritete si morajo šteti tudi pravočasno dostavo. To še posebej velja za znamke izdelka, katerih dejavnost je spletna trgovina. Menimo, da smo v tem delu dosegli zastavljene cilje in postavljene trditve. Pri tem smo si pomagali predvsem s pomočjo teorije, v pomoč, pa so nam bile tudi izjave našega sogovornika iz Mimovrste d.o.o., ki nam je pomagal pri praktičnem primeru. V praktičnem delu tega dela smo se osredotočili na doseganje zaupanja, zadovoljstva in zvestobe znamki izdelka na spletu. Tukaj smo predstavili, kako to počnejo pri blagovni znamki mimovrste=). Ugotovili smo, da je podjetje pri tem uspešno in da je mimovrste=) znamka izdelka, ki je vredna zaupanja, odjemalci so z njo zadovoljni ter so ji zvesti. Introduced topic in this work is based on web, which has huge importance today. Satisfied customers are crucial for companies and their brands. For companies and their brands is recommended to invest as much as is possible in concept of customer satisfaction, if they want that their customers will be satisfied. Company without satisfied customer is company without loyal customer. Important role by concept of customer loyalty plays satisfaction. Without satisfaction is we can't build loyalty. The biggest fortunes of brands are loyal customers or consumers. They are assurance for brand that they will come back again and again. That all this works as must, we have to include trust. Trust is essential, when customers thinking about switching between brands. When customers trust in their current brand, the possibility for replacing of current brand is smaller. Because of this, trust represents an advantage for current brand. All three concepts are closely related with each other. This relationship is because of this very complicated. Internet is environment, which offers a lot of opportunities, but there we also can find a lot of danger. We can find opportunities for brands, and also for customers, and so we can find also danger for both. When we are talking about web brands, is crucial trust. If customers do not trust in current web brand, they can find or better choose another one. Therefore is extremely important, that firms have well designed web pages, which can be compared with physical stores. It is necessary to maintain an appropriate security policy, priority of which must be to secure customers identity and security of online paying. The priority has to be also timely delivery (especially if the brand is online store). Our opinion is, that all objectives have been reached. We also confirmed all arguments. This we find out through theory and theoretical samples. Some parts of objectives and arguments were reached with statements of Mimovrste d.o.o. representative. He helped us with practical part of this work. In practical part we were focused on reaching trust, satisfaction and customer loyalty of web brand. There we present web brand mimovrste=), and ways how they do this. We find out, that they are successful in this, their web brad mimovrste=) is trustworthy, customers are satisfied, and they are loyal to their web brand. Zaupanje zadovoljstvo zvestoba znamka izdelka na spletu blagovna znamka splet tipi zadovoljstva merjenje zadovoljstva vrste zvestobe merjenje zaupanja odjemalec potrošnik. Trust satisfaction customer loyalty web brand brand internet types of satisfaction measurement of satisfaction types of loyalty measurement of trust customer. true true false [M. Rožman] Slovenski jezik Angleški jezik Delo diplomskega seminarja/zaključno seminarsko delo/naloga 2011-08-31 15:05:06 2011-11-25 14:17:23 2022-04-13 15:42:24 2023-12-26 03:16:08 2011 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 10858268 URN:SI:UM:DK:PUS8DJLL UNI_Rozman_Matjaz_2011.pdf UNI_Rozman_Matjaz_2011.pdf 1 C75E9F02699A254E944957F938C97347 bec3bbc0d89dc4107dc469c874f2849128e6b04fff4764d769e12fda1f98377b 7a392e0f-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/fdbc83db-8355-47eb-ab77-b4b7cf9730a8 https://dk.um.si/Dokument.php?lang=slv&id=25298 Ekonomsko-poslovna fakulteta 0 0 0