Utjecaj svekanalne maloprodaje na zadovoljstvo potrošača prilikom kupnje digitalnih uređaja

master's thesis

• Title (english): The impact of omni-channel retail on consumer satisfaction when buying digital devices
• Author: Marija Lovrić
• Mentor: Ivana Štulec (mentor)
• Committee member: Ivana Štulec (predsjednik povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Committee member: Marija Jurčević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2022-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Svekanalna maloprodaja pokazatelj je doba u kojem živimo. Digitalizacija je postala dio ljudske svakodnevice i gotovo je nemoguće izbjeći je. Naime, ljudi danas imaju mogućnost ispitati sve karakteristike proizvoda kojega žele kupiti, pogotovo kada je riječ o digitalnim proizvodima. Osim što mogu posjetiti web shopove i tamo pogledati ponudu, imaju priliku saznati informacije iz prve ruke putem društvenih mreža gdje ljudi ostavljaju svoje recenzije i mišljenja o određenim proizvodima. Cilj ovoga rada je ispitati zadovoljstvo kupaca prilikom kupnje digitalnih uređaja, ali u uvjetima svekanalne maloprodaje. Rezultati su pokazali kako su kupci u većini slučajeva zadovoljni i kako im svekanalna maloprodaja daje mogućnost boljeg uvida u proizvode koje žele kupiti. Pri izradi rada primarno su korištene metode analize i deskripcije te metode indukcije i dedukcije. Osim spomenutih metoda, glavninu rada čini anketni upitnik kojim su se prikupljala mišljenja ispitanika. Općenito je zabilježen jako mali broj negativnih odgovora, a može se reći kako većina ispitanika koristi blagodati svekanalne maloprodaje pa i u slučaju da se odluče na kupnju uređaja u fizičkoj prodavaonici, prethodno će istražiti proizvod na web-shopu ili pak na društvenim mrežama kako bi stekli uvid u recenzije drugih ljudi. Sve u svemu, valja reći kako svekanalna maloprodaja ostvaruje pozitivan utjecaj i kako ima značajnu perspektivu u budućnosti.

Abstract (english)

Omni-channel retail is an indicator of the age we live in. Digitalization has become part of the everyday life of people and is almost impossible to avoid. Nowadays, people have the opportunity to examine all the characteristics of the product they want to buy, especially when it comes to digital products. In addition to being able to visit web shops and take a look at the offer there, they have the opportunity to find out first-hand information through social networks where people leave their reviews and opinions about certain products. The aim of this paper is to examine customer satisfaction when buying digital devices, but under the influence of omni-channel retail. The results showed that customers are satisfied in most cases and that omni-channel retail gives them the possibility of better insight into the products they want to buy. The primary methods of analysis and descriptions and the methods of induction and deduction were used in the preparation of the paper. In addition to the mentioned methods, the majority of the work is on the questionnaire that collected the opinions of respondents. In general, a very small number of negative responses have been recorded, and it can be said that most of the respondents use the benefits of all-channel retail, even if they decide to buy a device in a physical store, they will first explore the product on a web shop or on social networks to gain insight into other people's reviews. All in all, it should be said that all-channel retail is achieving a positive impact and that it has a significant perspective in the future.

• Keywords: distribucijski kanali; digitalizacija; digitalni uređaji; svekanalna maloprodaja
• Keywords (english): distribution channels; digitalization; digital devices; omni-channel retail
• Language: croatian
• URN:NBN: urn:nbn:hr:148:481292
• Study programme: Title: Management and marketing in retail; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje (stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2022-10-04 21:06:01