20.500.12556/DKUM-58552 UPRAVLJANJE PRODAJNEGA OKOLJA KOT SESTAVNI DEL POSPEŠEVANJA PRODAJE SALES ENVIRONMENT MANAGEMENT AS AN INTEGRAL PART OF SALES PROMOTION Cilj vsakega podjetja je ohranjanje obstoječih porabnikov ter pridobivanje novih. Ključna dejavnika za dosego navedenega cilja sta zadovoljstvo in zvestoba porabnikov. Prodajno okolje je eden najpomembnejših dejavnikov, ki vplivajo na njihovo počutje in zadovoljstvo. Treba je torej proučiti, kakšno naj bo prodajno okolje, ki bo porabnikom všečno in se bodo vedno z veseljem vračali vanj The objective of every company is to maintain existing consumers and gain new ones. Key elements for achieving this objective are consumers’ satisfaction and loyalty. The sales environment is one of the most important factors that affect their well-being and satisfaction. It is therefore necessary to consider what kind of sales environment consumers prefer and are eager to return to. The theoretical part presents processes of perceiving a sales environment, which affect consumers before they enter a point of sale, and factors that affect them when they are already in a point of sale. Below we focus on the concept of satisfaction, and present models for measuring consumers’ satisfaction. In the conclusion of the theoretical part, we examine after-sales behaviour, which includes rumours, word of mouth, repeated purchase, consumer’s feedback, and loyalty. The primary purpose of the research is to verify hypotheses concerning the perception of factors in the environment, the importance of individual factors, satisfaction with individual factors, overall satisfaction with the sales environment, and the intention of after-sales behaviour. prodajno mesto prodajno okolje zvestoba kupcev dejavniki okolja. Keywords: point of sale sales environment customers’ loyalty environmental factors true true false B. Hanc Slovenski jezik Angleški jezik Magistrsko delo 2016-04-21 21:55:48 2016-09-15 11:23:34 2022-06-17 03:06:31 2019-07-11 10:43:39 2016 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 12494108 URN:SI:UM:DK:UOC8QNCA MAG_Hanc_Bostjan_2016.pdf MAG_Hanc_Bostjan_2016.pdf 1 151295F59657CBB392753ECEB6817C4B 59ca5397c5b8ec4f57bad336f4df2fd00cb386846bdf0aaa5d6d5fa428d0ea36 3aeac264-7c0d-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=101465 Ekonomsko-poslovna fakulteta 0 0 0