KOMUNICIRANJE V PROCESU PRODAJE STORITVE V PODJETJU LINEA SNELLA

Dovjak, Zala

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Naslov:	KOMUNICIRANJE V PROCESU PRODAJE STORITVE V PODJETJU LINEA SNELLA
Avtorji:	ID Dovjak, Zala (Avtor) ID Ferjan, Marko (Mentor) Več o mentorju...
Datoteke:	UNI_Dovjak_Zala_2010.pdf (1,10 MB) MD5: D052799CA3EB959CB972373855733E6C PID: 20.500.12556/dkum/b5af53b6-d452-4034-a15f-a1cc8c859ab7
Jezik:	Slovenski jezik
Vrsta gradiva:	Diplomsko delo
Organizacija:	FOV - Fakulteta za organizacijske vede
Opis:	Dandanes zdravje postaja vrednota, v katero smo vedno bolj pripravljeni investirati tako čas kot denar. Naloga ponudnikov tovrstnih storitev je, da kupce pritegnejo in navdušijo s svojo ponudbo ter jih poskušajo prepričati, da se v njihov produkt oziroma storitev resnično splača investirati. Podjetja zato veliko pozornosti namenjajo marketinškemu komuniciranju, da bi s potrošniki vzpostavili kar se da uspešne in vzajemne odnose ter jih informirali o svoji ponudbi. V diplomskem delu sem raziskala in opisala potek komunikacije v procesu prodaje storitev v družbi Linea Snella CO, d.o.o, natančneje v franšizni enoti Linea Snella Šenčur. Ugotavljala sem, ali je prodajna strategija ustrezna, kje nastajajo vrzeli ter kaj bi bilo potrebno opustiti in kaj dodati. Zanimal me je predvsem odnos med terapevtko in (potencialno) stranko, ob tem pa komunikacija kot sredstvo, s katerim prodajo uspešno izpeljemo. Diplomsko delo je razdeljeno na teoretični in raziskovalni del. V teoretičnem delu sem s pomočjo literature opredelila temeljne pojme komuniciranja, marketinga in prodaje storitev, ki sem jih pojasnila in razčlenila. V drugem, raziskovalnem delu, sem navedla namen in cilj raziskave. Predstavila sem podjetje Linea Snella CO, d.o.o. in opisala potek procesa prodaje, po katerem se ravnajo terapevtke Linea Snelle. Na podlagi marketinškega spleta sem podrobno opisala storitve, ki se prodajajo in znamko Linea Snella. Raziskovalni del sem opravila s pomočjo anketnega vprašalnika in opazovanja ter pogovora z zaposlenimi, saj sama že dalj časa delam v omenjenem podjetju. Anketni vprašalnik je izpolnilo 49 anketirank, sama anketa pa je vsebovala 16 vprašanj. Na povprej postavljena raziskovalna vprašanja sem odgovorila na koncu diplomske naloge ter podala ugotovitve, do katerih me je pripeljala raziskava in predloge, za katere menim, da bi lahko prispevali k izboljšanju komunikacije v procesu prodaje storitev v salonu Linea Snella Šenčur. Po raziskavi sodeč sem prišla do ugotovitev, da je komuniciranje s strankami v procesu prodaje storitve, v salonu Linea Snella Šenčur, ena izmed temeljnih komponent pri doseganju uspešnosti in učinkovitosti. Terapevtke v salonu se držijo smernic in filozofije predpisanega programa prodaje in komunikacije, prav tako pa so dobro strokovno usposobljene, kar so potrdile tudi stranke, ki so konec koncev najpomembnejši pokazatelj uspešnega poslovanja podjetja. Ugotovila sem, da se v podjetju Linea Snella zelo dobro zavedajo, kako pomembna je zadovoljna stranka in da je pri vseh prodajno - storitvenih aktivnostih na prvem mestu stranka in šele nato sama storitev.
Ključne besede:	komuniciranje, marketing, prodaja storitev
Kraj izida:	Maribor
Leto izida:	2010
PID:	20.500.12556/DKUM-15180
COBISS.SI-ID:	6748947
NUK URN:	URN:SI:UM:DK:JNDL6FYK
Datum objave v DKUM:	22.11.2010
Število ogledov:	2843
Število prenosov:	372
Metapodatki:
Področja:	FOV
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Sekundarni jezik

Jezik:	Angleški jezik
Naslov:	COMMUNICATION IN THE PROCESS OF SELLING SERVICES BY THE LINEA SNELLA COMPANY
Opis:	Nowadays, health is becoming a value determining the quality of life of an individual; the value into which we are becoming ever more willing to invest both our time and money. The main aim of the providers of such services is to attract and impress clients with their offer, while persuading them that investing in the company's products and/or services would really prove worthwhile. Companies and businesses therefore lay great stress on their respective marketing communication activities to establish mutually beneficial relations with their clients and convey information on their offer. In my BA thesis I research and describe the course of communication in the service sales process at Linea Snella CO, d.o.o., or – to be precise – at the company's franchise unit Linea Snella Šenčur. I try to determine whether the company's sales strategy is appropriate, to identify where gaps in the strategy appear and which elements should be left out and which introduced into the strategy. I particularly focus on the relationship between a therapist and a (potential) client, as well as on communication as a means for making the sale. This thesis consists of theoretical and practical parts. In the theoretical part, I look into the references to lay down the key notions of communication, marketing and service sales, which I further elucidate and analyse. In the practical part of the thesis, I first state the purpose and the aim of the research. I then present Linea Snella CO, d.o.o. and describe the course of the sales process to which Linea Snella therapists are expected to conform. On the basis of the marketing web, I describe in detail the services the company provides and the Linea Snella brand as such. The research was carried out by means of a questionnaire, in-situ observation and discussions with employees, carried out during the time of my ongoing employment at the company. The questionnaire, consisting of 16 questions, was completed by 49 persons. In the concluding part of the thesis I present the findings of the research and offer some suggestions, which I believe could contribute to improving communication in the service sales process at Linea Snella Šenčur. The findings of the research indicate that communication with clients in the sales process at Linea Snella Šenčur, is one of the main prerequisites for ensuring high business performance and efficiency. The employed therapists do conform to the guidelines of and the philosophy behind the sales and communication programmes of the company. The professional efficiency of the therapists was also verified by the clients, which is, after all, the most important indicator of the company's performance. I found out, that employees at Linea Snella are well aware of, how important is satisfied costumer and that by all service sales activities, client is, ahead of service itself, their main priority.
Ključne besede:	Communication, Marketing, Service sales

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