MERJENJE ZADOVOLJSTVA UPORABNIKOV V TRGOVINI ZARA

Zavec, Boris

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Title:	MERJENJE ZADOVOLJSTVA UPORABNIKOV V TRGOVINI ZARA
Authors:	ID Zavec, Boris (Author) ID Pisnik Korda, Aleksandra (Mentor) More about this mentor...
Files:	VS_Zavec_Boris_2009.pdf (350,48 KB) MD5: 1C13ACC844CC12D21D98001F5982CE77 PID: 20.500.12556/dkum/23a88b95-ba05-4a5a-8076-108d63ffab7a
Language:	Slovenian
Work type:	Undergraduate thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Tema diplomskega dela sodi na področje marketinga, natančneje na področje zadovoljstva odjemalcev. V diplomskem delu so podrobneje prikazani rezultati raziskave, ki se nanašajo na merjenje zadovoljstva odjemalcev v prodajalni ZARA. Pri izvedbi raziskave so bila v pomoč teoretična znanja, povzeta iz dostopne literature domačih in tujih avtorjev s področja zadovoljstva odjemalcev in merjenja odjemalcev. Teoretični del je podrobneje predstavljen v prvem delu diplomske naloge, drugi del diplomske naloge pa se nanaša na predstavitev prodajalne ZARA in na predstavitev rezultatov raziskave, na podlagi katerih je bilo ugotovljeno zadovoljstvo odjemalcev prodajalne ZARA. Zadovoljstvo odjemalcev se je ugotavljalo na podlagi dejavnikov prodajalne (lokacija, prodajni prostor, vzdušje oziroma atmosfera prodajalne, ponudba blaga, cene blaga in prodajno osebje). Rezultati raziskave so pokazali, da so odjemalci prodajalne ZARA na splošno zadovoljni, vendar obstajajo določena odstopanja od njihovih pričakovanj, zato so bili podani predlogi, kako ta pričakovanja odjemalcev doseči. Ker na trgu vlada velika konkurenca in odjemalci postajajo vse zahtevnejši, bodo organizacije dosegle konkurenčno prednost takrat, kadar bodo v največji meri zadovoljili potrebe, želje in pričakovanja odjemalcev. Da pa bodo organizacije zadovoljile odjemalce, morajo v prvi vrsti ugotoviti kaj sploh so njihove želje, potrebe in pričakovanja. Zato morajo organizacije konstantno in celovito meriti zadovoljstvo svojih odjemalcev.
Keywords:	Ključne besede: zadovoljstva odjemalcev, nezadovoljstvo odjemalcev, dejavniki nakupnega zadovoljstva, stopnja zadovoljstva odjemalcev, merjenje zadovoljstva odjemalcev, metode merjenja zadovoljstva odjemalcev, prodajalna ZARA.
Place of publishing:	Maribor
Publisher:	[B. Zavec]
Year of publishing:	2009
PID:	20.500.12556/DKUM-12095
UDC:	658.8
COBISS.SI-ID:	10245148
NUK URN:	URN:SI:UM:DK:6D3VLEZL
Publication date in DKUM:	11.06.2010
Views:	3944
Downloads:	650
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	MEASURING CONSUMER SATISFACTION OF ZARA COMPANY
Abstract:	The theme of my graduate work is associated with the field of marketing, in particular, with customer satisfaction. This work consists of a detailed research about the measurement of customer satisfaction in the store ZARA. In the making of the assignment I have used: the theoretical knowledge taken from the available literature of domestic and foreign authors in the field of customer satisfaction and measurement of the customers. The theoretical part is presented in details in the first part of the diploma work, the second part of the diploma consists of the presentation of ZARA shops and survey results. And, the satisfaction of the ZARA costumers is based on the latter (survey results). Customer satisfaction examination was based on the store' location, retail space, the atmosphere of the store, offer of the store, prices and employees. The survey results have showed that customers of ZARA stores were generally satisfied, but there are certain deviations from their expectations and, therefore, suggestions were given on how to achieve the expectations of ZARA's customers. Due to the competitiveness on the market and the fact that customers are becoming more and more demanding, the markets will have to satisfy customer's needs, wishes and expectations the best way they can in order to achieve the competitive advantage. But, to satisfy the costumers the organizations will, firstly, have to find out what the costumer's needs, wishes and expectations are.
Keywords:	Keywords: customer satisfaction, customer dissatisfaction, factors purchase satisfaction, level of customer satisfaction, customer satisfaction measurement, methods of measuring customer satisfaction, the store ZARA.

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