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Title:Dodana vrednost programov zvestobe trgovinskih organizacij
Authors:ID Petelin, Tina (Author)
ID Završnik, Bruno (Mentor) More about this mentor... New window
ID Čančer, Vesna (Comentor)
Files:.pdf MAG_Petelin_Tina_2016.pdf (1,70 MB)
MD5: 5B4246C729B89AF67DB64D68A6C62683
 
Language:Slovenian
Work type:Master's thesis
Typology:2.09 - Master's Thesis
Organization:EPF - Faculty of Business and Economics
Abstract:Zadovoljstvo in zvestoba potrošnikov sta za podjetja bistvenega pomena, saj sta ključna dejavnika za dobro delovanje podjetja in njegov obstoj. Zaradi konkurence in vedno večjega boja za kupce so podjetja začela uporabljati premišljene trženjske pristope. Eden najbolj poznanih in najpogosteje uporabljenih je program zvestobe, katerega namen je povečati zvestobo kupcev in nagrajevati njihove nakupe. Programi zvestobe so najbolj razširjeni v trgovinskih organizacijah, kjer predstavljajo dodano vrednost tako za njihove člane (kupce) kot za trgovinske organizacije. Člani s članstvom pridobijo različne ugodnosti, trgovinska organizacija pa prejme veliko koristnih informacij o svojih članih, ki so hkrati kupci. Ker je na tržišču vse več trgovinskih organizacij, ki svojim kupcem ponujajo ugodnosti programov zvestobe, se je začel pojavljati dvom, ali zvestoba kupcev do trgovinskih organizacij sploh še obstaja. Kupci so namreč vse bolj preračunljivi in skrbno izbirajo trgovinske organizacije, pri katerih bodo nakupovali, hkrati pa intenzivno spremljajo ugodnosti, ki jih te ponujajo. Magistrsko delo je sestavljeno iz dveh delov. Prvi del je teoretičen in zajema tri poglavja, drugi del je empiričen in zajema pet poglavij. Teoretični del se prične z uvodom, kjer je najprej predstavljeno področje in problem ter nato namen, cilji, hipoteze, predpostavke in omejitve raziskave. V nadaljevanju so predstavljene definicije in povzetki domačih in tujih avtorjev s področja zadovoljstva in zvestobe potrošnikov, upravljanja odnosov s potrošniki ter programov zvestobe, v katere smo se še posebej poglobili in jih raziskali. Empiričen del je osredotočen na Tušev program zvestobe – Tuš klub, ki smo ga podrobneje raziskali in primerjali s programi zvestobe konkurenčnih trgovinskih organizacij, Spara in Mercatorja, ter s programi zvestobe nekaterih večjih tujih trgovinskih organizacij. S spletnim anketnim vprašalnikom smo izvedli raziskavo, ki nam je služila za preverjanje v uvodu zastavljenih hipotez, prav tako pa smo z odgovori anketiranih pridobili še nekatere druge zanimive informacije, ki so nam služile pri pisanju predlogov za izboljšan Tušev program zvestobe. Z empirično raziskavo smo analizirali članstvo v programih zvestobe in dejavnike, ki vplivajo na izbiro trgovca. Prav tako smo od anketiranih pridobili informacije o poznavanju programov zvestobe treh največjih konkurentov v Sloveniji (Tuš, Mercator in Spar) in o privlačnosti oziroma zanimivosti programov zvestobe pri anketiranih. Z empirično raziskavo smo pridobili informacije glede poznavanja ugodnosti Tuševega programa zvestobe pri njegovih članih ter kako jih ti ocenjujejo. Predstavili smo želene koristi, ki bi jih po mnenju anketiranih kupcev lahko ponujali programi zvestobe trgovinskih organizacij, in razloge za nečlanstvo v Tuševem programu zvestobe. Ob analiziranju programov zvestobe preučevanih trgovinskih organizacij v Sloveniji in v tujini smo ugotovili, da v primerjavi s tujimi programi zvestobe trgovinske organizacije v Sloveniji ponujajo svojim članom podobne ugodnosti. Tušev program zvestobe nudi svojim članom veliko raznolikih ugodnosti, vendar smo z odgovori anketiranih ugotovili, da veliko ljudi vseh ugodnosti sploh ne pozna. Tušev program je sicer dobro zasnovan in splošno poznan, vendar smo mnenja, da bi morali pri Tušu nameniti več pozornosti predstavitvi njegove dodane vrednosti za člane. Dobre ugodnosti v programu zvestobe so namreč lahko zaman, če potrošniki zanje ne vedo. Prav tako smo z raziskavo ugotovili, da sta najpogostejša razloga za nečlanstvo v Tuševem programu zvestobe nenakupovanje in nezainteresiranost za včlanitev. Na podlagi slednjega smo mnenja, da bi morali pri Tušu v prvi vrsti privabiti potrošnike v svoje prodajalne in jim šele nato predstaviti prednosti članstva v Tuš klubu.
Keywords:program zvestobe, potrošnik, kupec, trgovinska organizacija, Tušev program zvestobe.
Place of publishing:Maribor
Publisher:[T. Petelin]
Year of publishing:2016
PID:20.500.12556/DKUM-57194 New window
UDC:658.8
COBISS.SI-ID:12249884 New window
NUK URN:URN:SI:UM:DK:81KKNY4L
Publication date in DKUM:31.03.2016
Views:1649
Downloads:276
Metadata:XML DC-XML DC-RDF
Categories:EPF
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Secondary language

Language:English
Title:The Added Value of Retail Companies' Loyalty Programmes
Abstract:Customer satisfaction and loyalty are essential for businesses since they are key elements for the successful business operation and its continued existence. Due to competition and increasingly bigger battles for customers, businesses have started to use well-considered marketing approaches. One of the most well-known and most frequently used is the loyalty program aimed at increasing consumer loyalty and rewarding their purchases. Loyalty programs are the most widely applied by commercial organisations where they represent added value for their members (customers) as well as for the organisations themselves. Becoming members, buyers are given various benefits while commercial organisations acquire a lot of useful information about their members or customers. The number of commercial organisations offering benefits through loyalty programs is increasing, thus a doubt has risen whether consumers' loyalty towards certain commercial organisations still exists. Namely buyers are becoming more and more calculating, they choose commercial organisations carefully and intensely follow the benefits they offer. The Master’s thesis consists of two parts. The first part is theoretical and has three chapters, the second part is empirical and has five chapters. The theoretical part begins with the introduction, which firstly introduces the topic and the problem and then the purpose, aims, hypothesis, assumptions and limitations of the research. The next part introduces definitions and abstracts of Slovene and foreign authors dealing with customer satisfaction and loyalty, consumer relationship management and loyalty programs. We have especially focused on and researched the later. The empirical part is focused on the Tuš loyalty program “Tuš klub”, which had been researched in great detail and was also compared to loyalty programs of competitive commercial organisations - Spar and Merkator, and also with loyalty programs of some of the major foreign commercial organisations. We prepared an online questionnaire to carry out the research, through which we have proven the hypothesis presented in the introduction. The answers were also used to acquire certain other interesting pieces of information that were useful in defining suggestions for an improved Tuš store loyalty program. Through empirical research we analysed membership in the loyalty programs and factors that influence the choice of a store. The online questionnaire also provided information on the awareness of the loyalty programs of three major competitive commercial organisations in Slovenia (Tuš, Merkator and Spar) and how appealing or attractive they are for the buyers. Through empirical research we acquired information about the awareness of Tuš store loyalty program with their members and how they assess it. We presented desired benefits which could, according to the members, be offered by the commercial organisations and also the reasons for not becoming a member of Tuš store loyalty program. Through the analysis of the loyalty programs of certain organizations in Slovenia and abroad, we concluded that compared to foreign loyalty programs, Slovene commercial organisations offer their members similar benefits. The Tuš loyalty program offers its members a lot of different benefits, however, answers in the online questionnaire have shown that many of the respondents are not familiar with all the advantages. The Tuš loyalty program is well defined and commonly known, but in our opinion Tuš management should put more emphasis on the presentation of the added value for its members. Namely, loyalty program benefits can have no effect if the buyers are not aware of them. The research has also shown two most common reasons for not becoming a member. These are lack of desire to shop in this store and lack of interest. Based on the later, we are of the opinion that Tuš should first attract customers into its stores and only after that introduce the benefits of becoming a member
Keywords:loyalty program, customer, buyer, commercial organisation, Tuš loyalty program.


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