20.500.12556/DKUM-89503 Odnos odjemalcev do sporočanja slabih in dobrih novic Customer attitude to communicating good and bad news Vsakodnevno se srečujemo s komuniciranjem in je del našega življenja, uporablja se tako v zasebnem kot tudi poslovnem svetu. Pravilno komunikacijo lahko dosežemo svoje cilje, želje in zadovoljimo svoje potrebe. Pri sporočanju informacij ali novic moramo biti pozorni glede na to kako sporočamo določene vrste informacij. Vsakodnevno se srečujemo tako z dobrimi kot tudi slabimi novicami. Težave nastanejo, ko moramo sporočiti slabo novico, saj nam to predstavlja težavo. Nihče ne želi sporočiti teh novic. V naši magistrski nalogi smo podrobneje predstavili komuniciranje na splošno in se osredotočili tudi na komunikacijo v marketingu. Podjetja se vsakodnevno srečujejo s težavami, kako oblikovati ponudbo in s katero obliko ponudbe pritegniti največ pozornosti odjemalcev. Srečujejo se z vprašanji ali naj oblikujejo ponudbo tako, da najprej sporočijo dobro novico (50 % popusta) ali naj najprej sporočijo slabo novico (ob nakupu 2 vstopnic). V nalogi smo oblikovali tri hipoteze. Najprej smo želeli na splošno ugotoviti katero novico si želijo odjemalci, nato smo želeli ugotoviti katere oblike ponudb pritegnejo njihovo pozornost in kakšne čustvene odzive doživljajo ob različnih ponudbah. Namen magistrskega dela je bilo raziskati kako pomembna je pravilna komunikacija v vsakodnevnih situacijah kot tudi v poslovnem svetu. Ugotavljali smo kakšen vpliv imajo zaporedja novic na odjemalca. Zanimalo nas je ali ima zaporedje slabih in dobrih novic veliko vlogo pri komuniciranju in kako se to izraža na prejemnikih. We encounter communication every day and it is a part of our lives, used in both the private and business world. With proper communication, we can achieve our goals, desires and meet our needs. When communicating information or news, we need to be careful about how we communicate certain types of information. We hear both good and bad news every day. Problems arise when we have to deliver bad news, because it presents us with a problem. No one wants to report this news. In our master’s thesis, we presented communication in more detail and focused mainly on communication in marketing. Every day, companies face difficulties in how to design an offer and which form of offer will attract the most attention of customers. They are faced with questions about whether to design an offer by communicating the good news first (50% discount) or to communicate the bad news first (when buying 2 tickets). We have developed three hypotheses. First, we wanted to find out in general what kind of news customers want, then we wanted to find out what forms of offers attract their attention and what emotional reactions they experience with different offers. The aim of the master’s thesis was to explore the importance of correct communication in everyday situations as well as in the business world. We looked at the impact of news sequences on the customer. We were interested in whether the sequence of bad and good news plays a big role in communication and how this is expressed in the recipients. dobre novice slabe novice ponudbe vrstni red novic komuniciranje good news bad news offers news order communication true true false N. Jager Slovenski jezik Angleški jezik Magistrsko delo/naloga 2024-07-15 19:52:04 2024-09-12 14:56:42 2024-09-13 03:25:47 0000-00-00 00:00:00 2024 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.3 207341059 MAG_Jager_Nadja_2024.pdf MAG_Jager_Nadja_2024.pdf 1 1511A9D65AC98E7A51321C3D3C576E16 9c272299585535685b32e40b5eed7f337229b8841c6860bd634f8776c8dad31e a6a587dc-60b9-11ef-bd3a-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=183117 Ekonomsko-poslovna fakulteta 0 0 0