MERJENJE ZVESTOBE ODJEMALCEV STORITEV V TIRNEM POTNIŠKEM PREVOZU

Novak, Albina

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Title:	MERJENJE ZVESTOBE ODJEMALCEV STORITEV V TIRNEM POTNIŠKEM PREVOZU
Authors:	ID Novak, Albina (Author) ID Ogorelc, Anton (Mentor) More about this mentor... ID Snoj, Boris (Comentor)
Files:	MAG_Novak_Albina_2012.pdf (1,33 MB) MD5: 96EC47A9D3290F9815024F4FF7EDDB1E PID: 20.500.12556/dkum/359a809d-34e7-4a3b-90e4-dd8cd14bbe5e
Language:	Slovenian
Work type:	Master's thesis
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Vsako podjetje nujno potrebuje za svoj obstoj odjemalce. V kolikor želi podjetje ne le obstajati, ampak se tudi razvijati, mora svoje odjemalce primerno zadovoljiti glede na njihova pričakovanja. V dolgoročni interakciji podjetje – odjemalec prihaja navadno do konstrukta zvestobe. V magistrski nalogi obravnavamo področje zvestobe odjemalcev storitev tirnega potniškega prevoza. Zaradi številnih ugotovljenih prednosti, ki jih prinašajo zvesti odjemalci, bi podjetja morala konstrukt zvestobe prepoznati kot pomemben vir konkurenčne prednosti. V Sloveniji takšna raziskava še ni bila izvedena. Tirni potniški prevoz ima velikega konkurenta v cestnem prevozu, na daljših razdaljah pa še v zračnem prevozu. Kljub temu se je zavedanje pomena zadovoljnih in zvestih odjemalcev prebudilo šele v zadnjem času. Ponudnik storitve tirnega potniškega prevoza se mora zato tržno obnašati, kar je pogoj in tudi edini način za preživetje. V drugem poglavju smo prikazali teoretična izhodišča za opredelitev zvestobe. Cilj poglavja je prikaz kompleksnosti pojma. Prikazali smo pomen zvestobe in značilnosti zvestih odjemalcev. Predstavljeni so tipi zvestih odjemalcev, kar je pomembno pri izgrajevanju dolgoročnega odnosa med udeleženci interakcije. V nadaljevanju smo opredelili predhodnike zvestobe, npr. kakovost storitev, zadovoljstvo odjemalcev storitev in ugled izvajalca storitve in prikazali njihov vpliv na zvestobo odjemalcev storitev. Posledice (ne)zvestobe se kažejo v poslovni uspešnosti in učinkovitosti poslovnega subjekta/podjetja. V tretjem poglavju je orisana problematika transportne politike v Evropski uniji in Sloveniji ter pomen tirnega potniškega prevoza v razmerah naraščajočih potreb po trajnostni mobilnosti. Trenutno na trgu tirnega potniškega prevoza v Sloveniji deluje le en ponudnik, ki izvaja dejavnost prevoza potnikov kot obvezno gospodarsko službo. Pomembno je poznati značilnosti storitve, še posebej značilnosti prevozne storitve tirnega potniškega prevoza. V zaključku poglavja so predstavljeni odjemalci železniških potniških storitev s svojimi zahtevami po kakovostni storitvi. V empiričnem delu magistrske naloge smo s kvalitativnimi metodami določili najpomembnejše kazalce zvestobe, zadovoljstva, ugleda in kakovost. S pomočjo bivariatne metode za merjenje odnosov smo poiskali povezave med proučevanimi spremenljivkami. Hipotez H1, H3 in H4 na podlagi izračunanih korelacijskih koeficientov ne moremo sprejeti, saj so povezave med kazalci s slabo korelacijo. Hipotezi H2 in H5 delno sprejmemo, in sicer v primerih, kjer je med spremenljivkami ugotovljena srednje močna povezanost.
Keywords:	zvestoba odjemalcev, zadovoljstvo odjemalcev, kakovost storitev, tirni potniški prevoz, zvestoba potnikov v železniškem prevozu
Place of publishing:	[Maribor
Publisher:	A. Novak
Year of publishing:	2012
PID:	20.500.12556/DKUM-22485
UDC:	656.2
COBISS.SI-ID:	11088156
NUK URN:	URN:SI:UM:DK:7GK008SR
Publication date in DKUM:	30.05.2012
Views:	2192
Downloads:	233
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	Measurement of Railway Passenger Loyalty
Abstract:	Every company needs customers for its existence. In order for a company to not only exist but also flourish, it has to satisfy its customers according to their expectations. In the long term, a company-customer interaction construct of loyalty is formed. In the Master’s dissertation, we explore the area of customer loyalty. Due to the many known advantages of loyal customers, a company should be able to recognize the construct of loyalty as an important source for competitive advantage. Such research has never been carried out in Slovenia. Railway passenger transport has a big competitor in road transport and for long distances, air transport. The provider of railway passenger services has to act according to the market, which is the only way to competitive survival. The consideration of satisfied and loyal customers in rail transport has occurred only recently. The Master’s thesis discusses measuring the loyalty of railway passenger transport customers and is divided into theoretical and empirical parts. First we set a theoretical starting point with a view of the construct of loyalty. The goal of the chapter was to show how complex the concept is and how many different dimensions it encompasses. We introduced the various types of loyal customers, which are important in building up long-term relationships among the participants in the interactions. Then we defined the predecessors of the construct of loyalty, e.g. quality of services, customer satisfaction, and the reputation of the service provider, and showed their influences on the loyalty of customers. The consequences of both loyalty and disloyalty are evident in the success and efficiency of a company. In the third chapter, we outlined the transport policy of the European Union and Slovenia, as well as the importance of railway passenger transport under the conditions of a growing need for sustainable mobility. Currently, the Slovene railway passenger transport market only has a single rail operator, which performs passenger transport services as an obligatory economic service. At the end, we present the customers of railway passenger transport and their demands for quality services. In the empirical part of the Master's thesis, we first defined the most important indices of loyalty, satisfaction, reputation and excellence with qualitative methods. With bivariate statistical methods, we analyzed the connections between the researched variables. The hypotheses H1, H3 and H4 cannot be accepted based on the calculated correlation coefficients because there are connections with indices that have poor correlation. The hypotheses H2 and H5 can be partially accepted in cases where there is a medium to strong correlation among the variables.
Keywords:	customer loyalty, customer satisfaction, quality of services, railway passenger transport, railway passenger loyalty

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