Vpliv fizičnega okolja in atmosfere na zaznano kakovost storitev in zadovoljstvo strank v trgovinah z oblačili

Vrentuša, Davorin

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Title:	Vpliv fizičnega okolja in atmosfere na zaznano kakovost storitev in zadovoljstvo strank v trgovinah z oblačili
Authors:	ID Vrentuša, Davorin (Author) ID Pisnik, Aleksandra (Mentor) More about this mentor...
Files:	MAG_Vrentusa_Davorin_2022.pdf (3,55 MB) MD5: 6EFFC8EB626A11BD9F55F3067449D63E
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 smo se posvetili proučevanju vsebine na področju fizičnega okolja in atmosfere ter temu, kako to vpliva na zaznavo kakovosti storitev in posledično na zadovoljstvo strank. Tako smo najprej predstavili teorijo iz domače in tuje literature, vezano na fizično okolje in atmosfero ter zadovoljstvo strank. Ugotovili smo, da s pomočjo čistoče lahko izboljšamo in vplivamo na občutke kupcev. Stranke dlje nakupujejo, če se predvaja prijetna glasba. Pri izbiri vonja prodajalne moramo upoštevati ciljno skupino. Pri ekstremnih temperaturah se kupci manj časa zadržijo v prodajalni. S pomočjo razsvetljave se poudarjajo izdelki in ustvarja zanimanje za nakupovanje. Pomembna je izbira barve prodajalne, ki bo pozitivno vplivala na vedenje kupcev. Izdelki morajo biti tako razstavljeni, da privlačijo stranke. Kakovostne storitve so bistvene za razlikovanje organizacije od konkurentov in pridobivanje konkurenčne prednosti. Tako trgovci na drobno menijo, da je to, kako zagotoviti kakovostne storitve na višjem nivoju, eno od bistvenih in viralnih strateških vprašanj. V empiričnem delu magistrskega dela pa smo s pomočjo vprašalnika ugotavljali, kako sta fizično okolje in atmosfera povezana z zaznano kakovostjo storitev ter kako so kakovostne storitve povezane z zadovoljstvom kupcev. Anketa je vključevala študente Ekonomsko-poslovne fakultete, stare od 19 do 30 let. V anketi je sodelovalo 110 anketirancev, od tega 23 moških in 87 žensk. Iz rezultatov anket smo ugotovili zmerno povezavo med čistočo in zaznavanjem kakovosti storitev. Glasba in vonj imata nizko povezavo s kakovostjo storitev. Tudi temperatura ima zmerno povezavo s kakovostjo storitev. Razsvetljava in barva imata nizko korelacijo z zaznavanjem kakovosti storitev. Postavitev izdelkov je zmerno povezana z zaznavo kakovosti storitev. Prav tako obstaja zmerna povezava med zaznano kakovostjo storitev in zadovoljstvom odjemalcev. Na koncu smo nekaj hipotez sprejeli, ostale pa zavrnili, saj so imele statistično neznačilne vrednosti.
Keywords:	fizično okolje, atmosfera, zaznana kakovost, zadovoljstvo strank, trgovine z oblačili.
Place of publishing:	[Maribor
Publisher:	D. Vrentuša
Year of publishing:	2022
PID:	20.500.12556/DKUM-83375
UDC:	658.89
COBISS.SI-ID:	138955779
Publication date in DKUM:	23.01.2023
Views:	792
Downloads:	153
Metadata:
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:	09.11.2022

Secondary language

Language:	English
Title:	The impact of the physical environment and atmosphere on the perceived service quality and customer satisfaction in clothing stores
Abstract:	In the master's thesis, we devoted ourselves to the study of content in the field of physical environment and atmosphere and how this affects the perception of service quality and consequently, customer satisfaction. We first present the theory from domestic and foreign literature related to physical and atmospheric conditions and customer satisfaction. We found that with the help of cleanliness we can improve and influence the feelings of customers. Customers shop longer when pleasant music is played. When choosing the scent of the store, we must consider the target group. In extreme temperatures, customers spend less time in the store. Lighting highlights products and creates interest in shopping. It is important to choose the color of the shop, which will have a positive effect on the behavior of customers. Products must be displayed in such a way that they attract customers. Quality services are essential for differentiating an organization from competitors and gaining competitive advantage. Thus, retailers believe that providing quality service at a higher level is one of the essential and viral strategic issues. In the empirical part of the master's thesis, we then determined with the help of a questionnaire how the physical environment and atmosphere are related to the perceived quality of services and how quality services are related to customer satisfaction. The survey included students of the Faculty of Economics and Business between the ages of 19 and 30. 110 respondents participated in the survey, 23 men and 87 women. From the results of the surveys, we found a moderate connection between cleanliness and the perception of service quality. Music and smell have a low correlation with service quality. Temperature also has a moderate relationship with service quality. Lighting and color have a low correlation with perceived service quality. Product placement is moderately related to perceived service quality. There is also a moderate relationship between perceived service quality and customer satisfaction. In the end, we accepted some hypotheses, and rejected the rest, as they had statistically insignificant values.
Keywords:	Physical environment, atmosphere, perceived quality, customer satisfaction, clothing stores.

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