20.500.12556/DKUM-41120 VRAČILO BLAGA PRI KATALOŠKI PRODAJI TEKSTILA Retourn of goods in textile mail-order trade Ne glede na vrsto podjetja, dejavnost in storitev, ki jih nudi potrošniku, se v vseh podjetjih pojavljajo tudi nezadovoljni odjemalci, ki se obrnejo na podjetje z namenom, da bodo izdelek oziroma storitev reklamirali. Vzrokov za nezadovoljstvo je lahko več, lahko gre za pravno, stvarno napako ali pa osebno nezadovoljstvo, ker izdelek oziroma storitev, ne predstavlja pričakovane kakovosti. Podjetja strmijo k čim večjemu zadovoljstvu odjemalca, saj so zadovoljni odjemalci resnično bogastvo podjetja, in sicer kupujejo več, so manj občutljivi na cene in so posledično tudi bolj zvesti. Zato je za podjetje pomembno trženje, saj predstavlja pomembno konkurenčno prednost, ki pa jo mora podjetje znati tudi izkoristiti. Znati mora pravilno prisluhniti željam in potrebam potencialnih odjemalcev ter jih nato tudi uspešno zadovoljiti. Podjetja, ki se v Sloveniji ukvarjajo s kataloško prodajo tekstila so podjetja, ki imajo sedež v drugih državah, večinoma Nemčiji in niso ravno v ekspanziji razvoja pri nas, saj od nedavno štirih delujočih (Neckermann, Otto, Hallens in Quelle), poslujeta le še dva in sicer Otto ter Hallens. Seveda pa velja omeniti, da je Slovenija s svojo majhnostjo specifična dežela in da je recesija, ki se je pojavila v celotni Evropi leta 2009 stanje le še zaostrila. Namen magistrskega dela je bil s pomočjo domače in tuje strokovne literature predstaviti značilnosti in posebnosti pri kataloški prodaji tekstila. Raziskati področje vračil blaga pri kataloški prodaji, ki na slovenskem prostoru ni tako dobro raziskano v primerjavi z drugimi državami. Določiti posebnosti marketinga pri kataloški prodaji tekstila ter natančneje proučiti sistem vračil. Teoretični del sestavljajo tri poglavja v katerih opredelimo kataloško prodajo, prednosti in slabosti le-te, komunikacijska in kataloška politika, sistem vračil pri kataloški prodaji in zadovoljstvo odjemalcev. Praktični del analizira področje vračil blaga pri kataloški prodaji. Določili smo posebnosti marketinga pri kataloški prodaji tekstila ter natančneje proučili sistem vračil. Zatem smo opisali razlike v primerjavi s stacionarnim trgovanjem, ki s svojo „realno“ prisotnostjo blaga ustvarjajo pomembno konkurenčno prednost. Magistrsko nalogo sem zaključila s predstavitvijo poteka analize, povzetkom glavnih rezultatov raziskave o zadovoljstvu odjemalcev, vzrokih za reklamacijo in s priporočili o možnih izboljšavah. Not considering the type of a company, activity and service it offers to the consumer, there are always dissatisfied customers to be found in all the companies, who approach it with intention of complaining about the product or service. There are more reasons for dissatisfaction like legal or clerical error or personal dissatisfaction due to the fact that the product or service did not fulfil the expected level of quality. Companies strive to customers’ satisfaction, because they are the richness of the company and because of that customers also buy more, are less sensitive to prices and consequently also more loyal. That is why marketing is very important, since it represents a competition advantage, which in the end needs to be used by the company itself. Moreover, the company needs to respond to the wishes and needs of potential customers and also successfully fulfil them. Companies involved in mail-order trade are companies with their headquarters in foreign countries, mostly in Germany and are currently not expanding in our country, since there are only two out of four (Neckermann, Otto, Hallens and Quelle) left that operate (Otto and Hallens). But it is worth mentioning, that Slovenia is a specific country due to its small size and in addition to this, the recession has worsened the situation since 2009. The purpose of this Masters thesis is to present the features and specialties of the mail-order trade with assistance of domestic and foreign literature. Furthermore, to investigate the field of return of goods within mail-order trade, which has not been researched in Slovenia well if compared to other countries. Finally, to define specialties of marketing within mail-order textile trade and to study the system of returns more precisely. The theoretical part consists of three chapters in which the mail-order trade is defined, its advantages and disadvantages, communication and catalogue policy, the system of returns within the mail-order trade and the satisfaction of costumers. The empirical part analyses the field of returns. Special marketing features of mail-order trade were defined. Furthermore, the differences in comparison with stationary trade are presented, since the latter create an important competition advantage due to the ‘real’ presence of ware. The thesis ends with analysis presentation, summary of the main research results about the satisfaction of the customers, reasons for claims and recommendations for possible improvements. Zadovoljstvo odjemalcev reklamacija kataloška prodaja marketing sistem vračil cenovna politika katalog karakteristike vračil prodaja tekstila Satisfaction of customers claims mail-order trade marketing system of claims price policy catalogue features of returns textile trade return of goods mail-order trade true true false [K. Tašner] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2013-07-24 18:44:56 2014-01-08 12:40:32 2022-05-04 03:06:18 2021-04-24 03:30:34 2013 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 11617308 URN:SI:UM:DK:YQXYAU0Y MAG_Tasner_Ksenija_2013.pdf MAG_Tasner_Ksenija_2013.pdf 1 F7C78C70DD60ED4D8A9E73BA520327A2 4ec7d7b35ba138a196c6c599b9f5cba68bbc3a6cd39467f69b9c6c06341ffceb 88b6a679-7c0a-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=60546 Ekonomsko-poslovna fakulteta 0 0 0