20.500.12556/DKUM-71907 Marketinški izzivi pri kakovosti storitev ter uporabniški izkušnji potnikov v železniškem prometu Marketing challenges in the quality of services and the user experience of passengers in railway traffic Od leta 2014 število prepeljanih potnikov v javnem potniškem prevozu narašča v vseh sektorjih – to je javni cestni linijski promet, letališki promet, pomorski promet. Upad števila potnikov pri statističnem uradu beležijo le pri javnem železniškem prometu. Slovenske železnice upad potnikov pripisujejo vzdrževalnim in obnovitvenim delom, zamudam ter zaporam na državnih mejah. Ob tem problemu se nam je porajalo vprašanje: Kako preprečiti upad kakovosti in izboljšati uporabniško izkušnjo ter posledično omejiti upad potnikov? To vprašanje je bilo temeljno vodilo za našo raziskavo. Odgovore smo pridobili tako v teoretičnih vidikih marketinga, kot tudi v praktičnih primerih, ki se jih poslužujejo druga železniška podjetja. Ugotovili smo, da je podjetje SŽ – Potniški promet že sprejelo določene ukrepe za rast kakovosti storitev in izboljšanje uporabniške izkušnje ter po primerjavi ukrepov tujih železniških podjetij tudi, da obstaja še veliko marketinških ukrepov, ki jih SŽ – Potniški promet še ne izvaja, a obstaja realna možnost njihove implementacije v poslovno okolje podjetja. Vse ukrepe, ki smo jih zasledili v raziskavi in omenili v diplomskem delu, smo natančno predstavili ter opisali možnosti njihove izboljšave, dopolnitve ali vpeljave v poslovno okolje podjetja SŽ – Potniški promet. Since 2014, the number of passengers in public passenger transport has been increasing in all sectors - public road transportation, airport traffic, maritime transport. The decline in the number of passengers at the statistical office is recorded only in public rail transport. Slovenian Railways attaches the decline of passengers to maintenance and restoration works, delays and closures at state borders. This problem raised the question of how to prevent a decline in quality and improve the user experience and, consequently, limit the decline of passengers? This question was the fundamental guide to our research. We obtained the answers in both theoretical aspects of marketing and in practical cases used by other railway companies. We have established that SŽ – potniski promet has already taken certain measures to improve the quality of services and improve the user experience. And after comparing the measures of foreign railway companies, there are still many marketing measures that SŽ – potniski promet is not yet implemented, but there is the real possibility of their implementation in the business environment of the company. All the measures that were found in the research were also described very precisely in thesis, and we also described the possibilities of their improvement, supplementation or introduction into the business environment of SŽ – potniski promet. Upad potnikov SŽ – Potniški promet Marketinški ukrepi Kakovost storitev Uporabniška izkušnja Decline of passengers SZ – Potniski promet Marketing measures Quality of services User experience true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2018-09-03 21:38:33 2019-02-28 09:24:29 2022-08-01 21:43:30 2019-07-11 18:59:01 2018 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 URN:SI:UM:DK:IFGFUKO2 UN_Zilic_Galun_Azra_2018.pdf UN_Zilic_Galun_Azra_2018.pdf 1 9E7F4ACE34F21B8C375DE3A9E2905A0B 30d8307589a468766a3f438a7a96fafa710bcffd7120fcc6f6198b04e9322272 3ee99594-7c10-11eb-bb7a-00155d0001ca 20.500.12556/dkum/a0ea151c-ed32-4e20-95c1-16b518890d5e https://dk.um.si/Dokument.php?lang=slv&id=128533 Fakulteta za logistiko 0 0 0