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Title:Zadovoljstvo in zvestoba uporabnikov storitev dopolnilnih zdravstvenih zavarovanj
Authors:ID Jug, Žan (Author)
ID Pisnik, Aleksandra (Mentor) More about this mentor... New window
Files:.pdf MAG_Jug_Zan_2020.pdf (1,11 MB)
MD5: 215069D716767301B0B11651B7E46748
PID: 20.500.12556/dkum/23372e9c-85bf-4b0e-a183-a648db7c4800
 
Language:Slovenian
Work type:Master's thesis/paper
Typology:2.09 - Master's Thesis
Organization:EPF - Faculty of Business and Economics
Abstract:V magistrskem delu obravnavamo dva konstrukta, ki sta ključna za obstoj, razvoj in rast podjetja oz. organizacije, to sta zadovoljstvo in zvestoba. Po pregledu izsledkov empiričnih raziskav smo prišli do sklepa, da je smiselno konstrukta obravnavati na področju dopolnilnih zdravstvenih zavarovanj. Gre za področje, ki je relativno slabo raziskano predvsem v smeri teh dveh konstruktov. V okviru magistrskega dela nas torej zanima, v kakšni meri so uporabniki storitev dopolnilnih zdravstvenih zavarovanj zadovoljni in zvesti. V ta namen smo povzeli več različnih avtorjev z definicijami na področju konstrukta zadovoljstva in zvestobe ter v empiričnem delu sami izmerili oba konstrukta. Po mnenju mnogih avtorjev gre za dva nerazdružljiva konstrukta, ki sta povezana in predstavljata cilj vsake organizacije. Zadovoljstvo torej predstavlja enega izmed najpomembnejših in tudi najvplivnejših predhodnikov zvestobe. Pri zadovoljstvu gre za široko obravnavan konstrukt, ki ga avtorji pogosto opredeljujejo kot stopnjo človekovega počutja, kjer primerjajo med pričakovanji in zaznanim delovanjem storitve ali izdelka v ponakupni fazi. V tej primerjavi se nam oblikuje stopnja zadovoljstva, ki lahko vodi v zvestobo ali pa pride do nezadovoljstva, kjer ima uporabnik lahko več odzivov. Predvsem pa je kakovost storitev pomembna za kasnejšo stopnjo zadovoljstva, kar pišejo različni avtorji in kar smo ugotovili tudi v empiričnem delu. Ker gre pri zadovoljstvu za enega izmed najvplivnejših predhodnikov zvestobe, je ta stopnja pomembna za organizacijo. Po mnenju mnogih avtorjev gre pri zvestobi za neko stališče, občutek navezanosti in prihodnjo namero, ki se izraža najpogosteje v ponovnih nakupih in priporočilih. Tako zvestobo povežemo z vedenjskimi odločitvami, pri katerih pa mora obstajati tudi čustvena komponenta, da gre za resnično pravo zvestobo in lahko opredelimo to kot vedenjsko – čustveni proces. V magistrskem delu smo na podlagi teh teoretičnih opredelitev preverjali oba konstrukta s pomočjo ankete in kasneje obdelanih podatkov s SPSS programom. Naredili smo opisno statistiko ter za potrebe preverjanja hipotez različne teste. Od štirih hipotez, smo dve sprejeli in dve zavrnili.
Keywords:Zadovoljstvo, zvestoba, dopolnilna zdravstvena zavarovanja, nezadovoljstvo
Place of publishing:Maribor
Publisher:[Ž. Jug]
Year of publishing:2020
PID:20.500.12556/DKUM-75802 New window
UDC:366
COBISS.SI-ID:25417731 New window
NUK URN:URN:SI:UM:DK:VA3NZVBB
Publication date in DKUM:18.08.2020
Views:1083
Downloads:387
Metadata:XML DC-XML DC-RDF
Categories:EPF
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Licences

License:CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:08.02.2020

Secondary language

Language:English
Title:Users satisfaction and loyalty of supplementary insurance services
Abstract:This Master's thesis addresses two constructs that are key for the existence, progress and growth of a company or organisation, i.e. satisfaction and loyalty. After reviewing the results of empirical research, a conclusion was made that it is reasonable to address these constructs in view of supplementary health insurance. The field is relatively poorly researched, especially regarding these two constructs. In the Master’s thesis, the author wanted to discover the extent of satisfaction and loyalty presented by users of supplementary health insurance services. For this very purpose, a summary of existing authors’ definitions is outlined, and in the empirical part of the thesis, both constructs are measured. Many authors are of the opinion that the constructs are inseparable and connected, and that they present the goal of every organisation. Therefore, satisfaction is one of the most important and most influential precursors of loyalty. Satisfaction is an extensively discussed construct that authors often characterise as a level of human mood which is constructed by comparing expectations with the perceived functionality of a service or product in the post-sale phase. This comparison shapes the level of satisfaction that can lead to loyalty. On the other hand, dissatisfaction may occur, where the user’s reactions may vary. Subsequent satisfaction level is mainly based on the quality of the service. This is discussed by several authors and the same conclusion was made in the empirical part of this thesis. Since satisfaction is one of the most influential precursors of loyalty, its level is essential for the organisation. Many authors believe that loyalty is a type of standpoint, a feeling of attachment and future intention that is expressed through repeated purchases and recommendations. Thus, loyalty can be associated with behavioural decisions, which must be comprised of an emotional component. Only then can we characterise it as true loyalty and as a behavioural-emotional process. In the thesis, both constructs were researched based on these theoretical definitions and through a survey and subsequent processing of data with SPSS. Descriptive statistics and tests to confirm the hypotheses were made. Two of the four hypotheses were confirmed and two were refuted.
Keywords:Satisfaction, loyalty, supplementary insurance services, dissatisfaction


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