Analiza vzajemnega učinka zadovoljstva in zvestobe odjemalcev na poslovno uspešnost organizacij

Rihtarič, Jan

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Title:	Analiza vzajemnega učinka zadovoljstva in zvestobe odjemalcev na poslovno uspešnost organizacij
Authors:	ID Rihtarič, Jan (Author) ID Iršič, Matjaž (Mentor) More about this mentor...
Files:	MAG_Rihtaric_Jan_2019.pdf (1,55 MB) MD5: 0FBD4193FC7D0732473A1372EB5F8827 PID: 20.500.12556/dkum/a4aed971-0207-4e46-af21-bf0b31e8400d
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Magistrsko delo v teoretičnem delu predstavlja pregled izbranih področij s trženja. Po uvodni opredelitvi temeljnih konceptov, povezanih s trženjem končnim odjemalcem, se osredotočimo na trženjski spleti. Obvladovanje vseh elementov trženjskega spleta je ključnega pomena za zadovoljne, zveste in pripadajoče odjemalce, ki posledično vplivajo na (ne)uspešnost organizacij. Za doseganje odjemalcev je pomembno dvoje: a) učinkovito – večkanalno – trženjsko komuniciranje in b) ustrezno zasnovane trženjske poti. Kako zasnovati oboje in kakšne tipe oglaševanja končnim uporabnikom poznamo, predstavljamo v nadaljevanju pregleda literature. Teoretični del zaključujemo s predstavitvijo temeljnih konceptov, povezanih z odjemalci, to je z zadovoljstvom in zvestobo odjemalcev. Zadovoljstvo odjemalcev je predpogoj za zvestobo, ki se manifestira skozi ponovne nakupe, vračanje v naše poslovalnice, priporočila in pripadnost blagovni znamki taiste organizacije. Magistrsko delo predstavi prednosti zadovoljnih in zvestih odjemalcev ter vzvode, preko katerih koncepta vplivata na uspešnost organizacije. Pri tem izpostavimo pomen pripadnosti organizaciji ali blagovni znamki. V aplikativnem delu magistrske naloge predstavimo pristope oz. načine ugotavljanja zadovoljstva in zvestobe odjemalcev. Sledi oris povezav med konceptoma in uspešnostjo organizacij. Kvantitativno raziskavo izvedemo na podjetjih Zootic in Mr. Pet. Ugotavljamo zadovoljstvo in zvestobo odjemalcev obravnavanih podjetij in z uporabo statističnih analiz preverjamo odjemalci katerega podjetja so bolj zadovoljni in zvestejši.
Keywords:	zadovoljstvo, zvestoba, odjemalci, ANOVA, uspešnost, organizacija
Place of publishing:	Maribor
Publisher:	[J. Rihtarič]
Year of publishing:	2019
PID:	20.500.12556/DKUM-74864
UDC:	339.138
COBISS.SI-ID:	13461788
NUK URN:	URN:SI:UM:DK:ZZZOGNNH
Publication date in DKUM:	25.11.2019
Views:	1218
Downloads:	181
Metadata:
Categories:	EPF
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Licences

License:	CC BY 4.0, Creative Commons Attribution 4.0 International

Link:	http://creativecommons.org/licenses/by/4.0/
Description:	This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.
Licensing start date:	10.09.2019

Secondary language

Language:	English
Title:	Analysis of mutual effect of consumer satisfaction and loyalty on the business performance of organizations
Abstract:	Theoretical background of the master's thesis introduces a variety of topics related to marketing. At first we define the core concepts linked to B2C-marketing and focus on marketing mix. Managing its elements is of key importance for satisfied and loyal consumers that, subsequently, impact organizational performance. To reach consumers, an organization has to: a) effectively – with the use of an omnichannel strategy – control marketing communications and b) design marketing pathways accordingly. Further, we discuss how to design and manage both, and which types of advertising to end-users a marketing society is familiar with. Literature review concludes with an introduction of consumers-related concepts, namely satisfaction and loyalty. Consumer satisfaction is a pre-requisite for a loyalty which manifests through repetition of purchasing, return visits, recommendations, and belonging to a particular brand or an organization. Next, the master's thesis investigates the benefits of satisfied and loyal consumers and their relation to the organizational performance. Also, we note the importance of consumers belonging to a specific organization or brand. The research part is comprised of the following chapters. First, we introduce means and approach to examining consumer satisfaction and loyalty. Next, we depict the relations between those two concepts and organizational performance. Third, we carry out a quantitative analysis on companies Zootic and Mr. Pet. By doing so, we try to measure consumer satisfaction and loyalty for Zootic and Mr. Pet, respectively. Ultimately, relying on statistical methods, we identify the company whose consumers are more satisfied and loyal.
Keywords:	satisfaction, loyalty, consumers, ANOVA, performance, organization

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