20.500.12556/DKUM-65049 Vpliv zaznanih komponent marketinškega komuniciranja na zaznani ugled in zadovoljstvo strank Perceived impact of marketing communication components on the perceived reputation and customer satisfaction Sodobna, potrošniško naravnana družba je izpostavljena vse večjemu številu informacij – na voljo je vedno več izdelkov, storitev in aktivnosti, med katerimi lahko posameznik izbira in za katere se lahko odloča. Meje med posameznimi panogami in področji so vedno bolj zabrisane, zato mora posameznik natančno premisliti, komu in čemu želi nameniti svoj čas in denar. Tega se zavedajo tudi podjetja in organizacije, ki se v borbi za kupce oz. porabnike njihovih storitev poslužujejo marketinškega komuniciranja, kot enega glavnih orodij za pridobitev strank oz. za vplivanje na nakupno odločitev posameznika. Vendar pa dobro marketinško komuniciranje ni edini dejavnik, ki posameznika prepriča, da se posluži storitev izbranega podjetja ali organizacije. Na to vpliva tudi ugled podjetja oz. organizacije in zadovoljstvo strank. Visok ugled, izoblikovan na podlagi pozitivnih izkušenj strank je težnja in želja vsake organizacije in podjetja, saj le-ta poleg marketinškega komuniciranja pomembno vpliva na izbiro in odločitev posameznika. Zadovoljstvo strank, komponenta, ki predstavlja skupek pričakovanj in izkušenj potrošnikov, je cilj, h kateremu stremi vsaka organizacija ali podjetje. Kadar izkušnja doseže ali preseže pričakovanja stranke, takrat bo le-ta zadovoljna. V primeru, da izkušnja, ki jo ponuja organizacija ali podjetne ne doseže pričakovanj stranke, je le-ta nezadovoljna ali razočarana. Vodilna ideja magistrske naloge je raziskati in razložiti medsebojno povezanost naštetih komponent (marketinško komuniciranje, ugled organizacije in zadovoljstvo strank) na primeru Slovenskega narodnega gledališča Maribor. V teoretičnem delu so predstavljeni ključni pojmi s področja tržnega komuniciranja in njihova medsebojna povezanost, v empiričnem delu pa so predstavljeni izsledki in rezultati ankete, ki je bila opravljena v decembru 2016 in januarju 2017 med abonenti Slovenskega narodnega gledališča Maribor. Rezultati ankete omogočajo vpogled v povezanost marketinškega komuniciranja, ugleda organizacije in zadovoljstva strank na podlagi odgovorov konkretnih porabnikov storitev izbranega gledališča. Raziskava je pokazala, da zaznano oglaševanje vpliva na zaznan ugled in zadovoljstvo, zaznani odnosi z javnostjo vplivajo na zaznan ugled in zadovoljstvo, zaznano pospeševanje prodaje vpliva na zaznan ugled in zadovoljstvo in da zaznan ugled vpliva na zaznano zadovoljstvo. A modern, consumership orientated, society is exposed to an evergrowing amount of information. The individual can choose and decide amongst the growing availability of products, services and activities. The lines between individual industries are becoming more blurred, therefore the individual has to carefully think through where and for what does he/she want to spend his/her time and money. The companies and organisations are well aware of this. In the competition for buyers or consumers of their services they use marketing communication as one of the main tools for gaining customers or to influence the buyer’s decision. However, good marketing communication is not the only factor that persuades an individual to use the service of a chosen company or organisation. The reputation of a company or an organisation also affects the contentment of the user. High reputation, based on a positive consumer experience, is an aspiration of each organisation and company as it, alongside with good marketing communication, significantly influences the decision of an individual. Consumer contentment, a component that represents expectations and the experiences of consumers, is a goal that each organisation or company thrives to achieve. Whenever an experience meets or exceeds the costumer’s expectations it results in contentment. In cases where the experience that an organisation or a company offers does meet the customer’s expectations it results in the consumer’s discontent. The leading idea of the master’s thesis is to analyse and explain the interconnectivity of the above mentioned components (marketing communication, organisation reputation and consumer contentment) using the Slovene National Theatre Maribor as an example. In the theoretical part, we present the key concepts of commercial marketing and their interconnectivity. In the empirical part, we present the findings and the survey results that was conducted in December 2016 and in January 2017 amongst the Slovene National Theatre Maribor season ticket holders. The surveys results allow an insight to the connection of marketing communication, the organisation’s reputation and the consumer contentment based of the answers of concrete users of the services of the chosen theatre. The research showed that the perceived marketing influences the perceived reputation and contentment, perceived public relations influence the perceived reputation and contentment, the perceived increase in selling influences the reputation and contentment and the perceived reputation influences the perceived contentment. marketinško komuniciranje marketing ugled zadovoljstvo SNG Maribor gledališče marketing communication marketing reputation contentment SNT Maribor theatre true true false [A. Cizl] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2017-02-10 18:22:08 2017-05-19 09:34:30 2022-07-07 03:07:55 2019-07-11 15:05:48 2017 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.3 12733468 URN:SI:UM:DK:H2TVLQSI MAG_Cizl_Aljosa_2017.pdf MAG_Cizl_Aljosa_2017.pdf 1 D4A98449F8B6B9E7F15CB159ABA8FF4F 2dd378829b97633ba386acab2945b8ec47d9fbdf410832db13f1b05b14d98ab8 fb24d074-7c0d-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=109739 Ekonomsko-poslovna fakulteta 0 0 0