Zadovoljstvo grupnom kupovinom pružatelja ugostiteljskih usluga

master's thesis

• Title (english): Hospitality service providers satisfaction with group buying
• Author: Jelena Sruk
• Mentor: Kristina Petljak (mentor)
• Committee member: Blaženka Knežević (predsjednik povjerenstva)
• Committee member: Kristina Petljak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

U radu je definiran razvoj i obilježja elektroničke trgovine te pobliže objašnjen model grupne kupovine. Grupna kupovina, radi aktualnosti ostvarivanja visokih popusta na proizvode i usluge, počela se koristiti u svijetu u velikoj mjeri te je danas najprofitabilniji oblik elektroničke trgovine. U modelu grupne kupovine sudjeluju tri strane a to su ponuđači, potrošači i posrednici koji ih međusobno povezuju. Hrvatsko tržište je još uvijek premalo za usporedbu sa većim svjetskim tržištima, te je prisutno tek nekoliko aktualnih web portala na kojima ponuđači mogu objavljivati ponude. Glavni razlog sudjelovanja za potrošače je ostvarenje popusta, a za ponuđače oglašavanje i privlačenje velikog broja kupaca. Radi prirode ostvarivanja niskih cijena, model grupne kupovine će sigurno biti održiv i u budućnosti. Provedeno primarno istraživanje pokazuje zadovoljstvo grupnom kupovinom pružatelja ugostiteljskih usluga, dominantno restorana. Analiza je pokazala da ugostitelji objavljivanjem ponuda tek pokriju osnovne troškove poslovanja, ali da korisnici kupona ipak popunjavaju određeni kapacitet restorana i troše iznad iznosa samog kupona. Ugostitelji tvrde da se samo mali broj korisnika kupona vrati u ugostiteljski objekt po punoj cijeni usluge što potvrđuje njihova mišljenja da se potrošači interesiraju samo za niske cijene.

Abstract (english)

This thesis defines development and characteristic of electronic commerce and analyses model of group buying in more detail. Group buying, because of achieving high discounts on products and services, is massively applied in the world and today it stands for most profitable form of electronic commerce. In model of group buying three sides are participating, service provider, consumers and middlemans. Croatian market is still to small for comparison with major world markets because only a small number of service for group buying are present. The main reason for consumers to participate in group buying proces are high discounts, for service providers that is advertising and attracting a large number of customers. Because of its nature for achieving low prices, model of group buying will surely be tenable in near future. Primary research is showing satisfaction of service providers, more specifaly, restaurants. Analysis has showed that service providers are barely covering their costs in case of using group buying. Eventhough profit is not high, consumers are using the service and fulfill restaturant capacity and spend more than original coupon price. Service providers said that only a small number of coupon users returned to the restaurant which confirms opinion of service providers about consumers, that they are only interested in low prices.

• Keywords: elektronička trgovina; grupna kupovina; web portali; korisnik kupona; pružatelji ugostiteljskih usluga
• Keywords (english): electronic commerce; group buying; web services; coupon user; hospitality service providers
• Language: croatian
• URN:NBN: urn:nbn:hr:148:613418
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-09-30 15:15:15