Utjecaj upravljanja kvalitetom na percepciju kvalitete i zadovoljstvo korisnika u kozmetičkoj industriji

master's thesis

• Title (english): The influence of quality management on the perception of quality and user satisfaction in the cosmetics industry
• Author: Ante Šapina
• Mentor: Mate Damić (mentor)
• Committee member: Mate Damić (predsjednik povjerenstva)
• Committee member: Tomislav Baković (član povjerenstva)
• Committee member: Ines Dužević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2022-12-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Sva poduzeća moraju voditi računa o kvaliteti svojih proizvoda i usluga jer je kvaliteta ključna odrednica privlačenja i zadržavanja kupaca. Ovo je posebno važno u kozmetičkoj industriji u kojoj se sigurnost potrošača stavlja na prvo mjesto pa se upravo s ciljem osiguranja te sigurnosti postavljaju visoki zahtjevi te svi proizvodi kojima se u Europskoj uniji posluje moraju biti proizvedeni prema načelima dobre proizvodne prakse. Jedna od vodećih svjetskih korporacija za kozmetiku, toaletne potrepštine i medicinske potrepštine je Beiersdorf. Glavni cilj ovoga diplomskog rada bio je istražiti kako poduzeća unutar kozmetičke industrije primjenjuju tehnike i sustave upravljanja kvalitetom kako bi zadržali svoju konkurentnost na tržištu i zadovoljili potrebe svojih kupaca. Kozmetička industrija sa par velikih poduzeća koja su globalni lideri je izrazito konkurenta i veliki fokus stavlja na kvalitetu svojih proizvoda koja je glavna prednost u odnosu na konkurenciju. S tim pristupom vrlo je bitno okrenuti se prema kupcima te dobiti sliku s terena, sliku stvarnog stanja. Stoga, autor je proveo primarno istraživanje, koristeći metodu anketnog istraživanja, kako bi ispitao stavove kupaca tvrtke Beiersdorf o zadovoljstvu kvalitetom proizvoda ovog poduzeća.

Abstract (english)

The characteristic of every company is that it applies a specific quality management system. Every company, to a greater or lesser extent, is aware of the fact that without customers of products and services there is no survival on the market. Consumer safety is put first, so high requirements are set precisely with the aim of ensuring that safety, and all products sold in the European Union must be manufactured according to the principles of good manufacturing practice. One of the world's leading corporations for cosmetics, toiletries and medical supplies is Beiersdorf. The main goal of this paper was to investigate how companies within the cosmetics industry apply quality management techniques and systems in order to maintain their competitiveness in the market and meet the needs of their customers. The cosmetics industry, with a couple of large companies that are global leaders, is highly competitive and places great emphasis on the quality of its products, which is the main advantage over the competition. With this approach, it is very important to turn to customers and get a picture from the field, a picture of the real situation. Therefore, the author conducted primary research, using the survey research method, to examine the attitudes of Beiersdorf's customers about satisfaction with the quality of the company's products.

• Keywords: Beiersdorf; kvaliteta; ISO standardi; istraživanje tržišta; zadovoljstvo kupaca
• Keywords (english): Beiersdorf; quality; ISO standards; market research; customer satisfaction
• Language: croatian
• URN:NBN: urn:nbn:hr:148:272526
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-01-19 15:10:47