20.500.12556/DKUM-62630 VPLIV PREPOZNAVNOSTI STORITVENE ZNAMKE PBS NA POTROŠNIKOVO IZBIRO PONUDNIKA PLAČILA OBRAZCEV UPN THE INFLUENCE OF RECOGNIZED PBS SERVICE MARK ON COSTUMERS CHOICE BETWEEN PROVIDERS OF PAYMANT FOR UPN (UNIVERSAL PAYMENT ORDER) FORMS Prvi del diplomskega dela zajema teoretični del o tržnih znamkah, še posebej smo se posvetili storitveni znamki, njenemu premoženju, oblikovanju zvestobe in pozicioniranju. Izpostavili smo posebnosti storitev v primerjavi z izdelki, tudi pri trženju. V drugem delu smo analizirali podatke raziskave o vplivu prepoznavnosti storitvene znamke PBS na potrošnikovo izbiro ponudnika plačila obrazca UPN (univerzalni plačilni nalog), kjer smo ugotavljali, kolikšen vpliv glede na različne starostne skupine imajo pri izbiri ponudnika zaupanje, prepoznavnost, cena in kakovost. We all grow up and tend to be independent as soon as possible, so it is also unavoidable monthly paying UPN (Universal Payment Order) forms or more common word, bills. The difference is that nowadays we have many UPN form payment providers what makes provisions getting lower. The first part presented in my diploma consists of the theoretical knowledge about brands, especially we present service brand and how to achieve that people trust to it. We also stress some differences in marketing products and services. At the end of theorethical part we present, in our opinion, one of our most known service brands PBS. In the second part we analized survey data on the influence of visibility PBS service mark on consumers choice between UPN form payment providers. We wanted to know how important is trust, visibility, price and quality of service for consumers of different ages. The survey results could be used for further development of service brand PBS. tržna znamka storitvena znamka zvestoba pozicioniranje storitvena znamka PBS (Poštna Banka Slovenije) brand service brand loyalty brand positioning service brand PBS (Poštna Banka Slovenije) true true false [L. Klenovšek] Slovenski jezik Angleški jezik Diplomsko delo 2016-08-30 11:10:14 2016-09-13 14:29:50 2022-06-30 03:06:51 2019-07-11 12:53:10 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.127(043.2) 20115222 URN:SI:UM:DK:XEVRYYGL UN_Klenovsek_Lidija_2016.pdf UN_Klenovsek_Lidija_2016.pdf 1 24052C762C05E168D1F7E43EAEF0FF55 31dd2afe8e4b157bed459458c422b73adf0489e92b45de55102d248cfa8c7d1c 3991ea74-7c0d-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=101394 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0