Lojalnost trgovačkim centrima

master's thesis

• Title (english): Shopping centers loyalty
• Author: Monika Tuković
• Mentor: Sanda Renko (mentor)
• Committee member: Kristina Petljak (predsjednik povjerenstva)
• Committee member: Ivana Štulec (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 današnje vrijeme, kada čovjek radi više od osam sati dnevno te kada više ne postoji "pravilo osam sati rada, osam sati zabave i osam sati spavanja" svakome je u interesu što racionalnije iskoristiti svoje slobodno vrijeme. Najbolje bi bilo da se sve nužne stvari nalaze na jednom mjestu. Trgovina je prepoznala taj problem i ponudila rješenje u formi trgovačkih centara. Trgovački centar zapravo predstavlja mali zatvoreni grad koji nudi široki spektar usluga poput kupovine (bilo prehrambenih ili neprehrambenih proizvoda), gastro ponude te financijskih usluga i to sve na jednom mjestu. Takav oblik prodajnog objekta znatno je utjecao na kupovne i socijalno – društvene navike hrvatskih potrošača, posebice onih na području grada Zagreba. Trgovački centar, tzv."amerikanizirani tip prodaje" pozitivno je prihvaćen u Republici Hrvatskoj što dokazuju brzina te količina izgradnje trgovačkih centara u posljednjih nekoliko godina, kao i sama posjećenost centrima. Glavni cilj rada je istražiti stupanj lojalnosti potrošača trgovačkim centrima na području glavnog grada Republike Hrvatske – Zagreba.

Abstract (english)

Nowadays, when people work more than eight hours per day and when the "eight hours of work,, eight hours of fun and eight hours of sleep rule" doesn't exists,it is in everybody's interest to rationally use their free time. It would be best to get all the necessary things just in one place. Trade has recognized this problem and has offered a solution in form of shopping malls. Shopping mall is actually a little indoor city that offers a wide range of services under one roof such as shopping (either food or non-food products), clothing, groceries, good restaurants and financial services. This type of trade form has significantly affected shopping and social habits of Croatian consumers especially consumers placed in Zagreb. Shopping malls, so called "Americanized type of trade forms" are positively accepted in the Republic of Croatia. That is evidenced by the speed and the amount of construction of shopping malls in the past few years as well as attendance itself. The main objective of this paper is to research the degree of consumer’s loyalty to shopping centers in the main city of the Republic of Croatia – Zagreb.

• Keywords: trgovački centar; potrošač; Zagreb; Republika Hrvatska; posjećenost; lojalnost
• Keywords (english): shopping mall; consumer; Zagreb; the Republic of Croatia; attendance; loyalty
• Language: croatian
• URN:NBN: urn:nbn:hr:148:404977
• 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: 2016-10-27 11:23:46