20.500.12556/DKUM-93159 Vpliv programov zvestobe na ponovne nakupe potrošnikov na primeru About You, Shein in Nike The impact of loyalty programmes on consumer repeat purchases - the case of About You, Shein and Nike Trend nakupovanja oblačil preko spleta je iz leta v leto bolj popularen. Takšen način nakupovanja prinaša potrošnikom olajšanje, saj lahko nakupe opravijo iz udobja svojega doma, prav tako pa lahko cene istih in konkurenčnih artiklov istočasno primerjajo v več trgovinah hkrati in si tako zagotovijo najboljšo ceno. Ravno cena pa velikokrat odigra odločitveno vlogo pri nakupu. Podjetja se tako že mnogo let poslužujejo raznih programov zvestobe (zbiranja točk, kartic zvestobe, ekskluzivnih popustov…) s katerimi želijo čim bolj razširiti svoj krog zvestih strank in hkrati pridobiti tudi nove. V okviru magistrskega dela smo skladno z izbrano tematiko skozi teoretični in praktični del raziskali povezavo med programi zvestobe in ponovnimi nakupi potrošnikov pri spletnih trgovinah AboutYou, Shein in Nike. Predstavili smo temeljne pojme in izhodišča, ter se nato osredotočili na predstavitev in analizo posameznega podjetja in njegovih programov zvestobe, kjer smo predstavili tudi prednosti in slabosti, ter navedli različne načine, ki jih lahko spletne trgovine z oblačili uporabijo, da dosežejo cilje vezane na prodajo, na pridobivanje novih stran in zadržanje starih. Oblikovali smo tudi strukturiran vprašalnik, s pomočjo katerega smo želeli pridobiti resnične in verodostojne podatke iz prakse, s katerimi smo nato lahko potrdili oziroma zavrgli zastavljene hipoteze. The trend of shopping for clothes online is becoming more popular every year. This way of shopping makes it easier for consumers to shop from the comfort of their own home and to compare prices of the same and competing items in several stores at the same time to get the best price. Price often plays a decisive role in the purchase decision. For many years, companies have been using various loyalty programmes (points collection, loyalty cards, exclusive discounts, etc.) to widen their loyal customer base as much as possible and to attract new customers at the same time. In line with the chosen topic, the theoretical and practical part of the Master's thesis investigated the link between loyalty programmes and repeat purchases of consumers at AboutYou, Shein and Nike. We presented the basic concepts and background, and then focused on the presentation and analysis of each company and its loyalty programmes, presenting the advantages and disadvantages, and outlining the different ways that online clothing stores can use to achieve their sales, customer acquisition and retention objectives. We also designed a structured questionnaire to obtain real and credible data from practice, which could then be used to confirm or reject the hypotheses. programi zvestobe ponovni nakupi Shein Nike AboutYou loyalty programmes repeat purchases Shein Nike AboutYou true true false N. Dežman Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-06-10 10:23:06 2025-08-13 14:00:10 2025-08-14 03:30:05 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.89:004 245592323 MAG_Dezman_Neja_2025.pdf MAG_Dezman_Neja_2025.pdf 1 1DDDF7798E194EBD896263A8BBB86C31 5f333a9a3af3ce2ab5f466688b17922cb7d9352c25322d036d03a3788fe2e404 057ff054-6795-11f0-836a-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=193974 Ekonomsko-poslovna fakulteta 0 0 0