Istraživanje zadovoljstva kupaca personaliziranih proizvoda

master's thesis

• Title (english): Customer satisfaction research of customized products
• Author: Ema Pašić
• Mentor: Miroslav Mandić (mentor)
• Committee member: Vatroslav Škare (član povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-07-11, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Personalizirani proizvodi su proizvodi koji se prilagođavaju individualnim preferencijama i potrebama kupca prema njegovim preferencijama i identitetu. Oni omogućavaju kupcu da odabere određene karakteristike ili dizajn proizvoda prema vlastitom ukusu, čime se stvara jedinstveno iskustvo. Personalizacija proizvoda prema kupčevim željama i potrebama daje kupcu osjećaj vlasništva nad proizvodom i povećava emocionalnu povezanost s njim. Diplomski rad istražuje zadovoljstvo kupaca personaliziranih proizvoda s fokusom na personalizirane tapete hrvatskih proizvođača. Cilj istraživanja je bio analizirati percepciju i stavove kupaca prema ovim proizvodima, utvrditi njihove preferencije i razinu zadovoljstva. U istraživanju je korištena kvantitativna metoda prikupljanja podataka, putem upitnika koja je distribuiran među kupcima personaliziranih tapeta. U upitniku je sudjelovalo 134 ispitanika, odnosno kupaca tapeta o njihovim preferencijama, iskustvu s personaliziranim proizvodima i zadovoljstvu koje su doživjeli. Rezultati istraživanja ukazuju na visok nivo zadovoljstva kupaca personaliziranim tapetama hrvatskih proizvođača. Kupci su izrazili zadovoljstvo prilagodljivošću proizvoda njihovim individualnim preferencijama i potrebama, te su istakli da personalizacija pruža emocionalnu vrijednost i doprinosi jedinstvenom izgledu njihovog doma. Poduzeća koja nude personalizaciju trebaju se usredotočiti na poboljšanje pristupa prema kupcima, kvalitetu proizvoda i usluga te pružanje mogućnosti stvaranja proizvoda prema individualnim preferencijama.

Abstract (english)

Personalized products are products that are adapted to the individual preferences and needs of the customer according to his preferences and identity. Personal products allow the customer to choose certain characteristics or design of the product according to his own taste, thus creating a unique experience. Personalization of the product according to the customer's wishes and needs gives the customer sense of ownership of the product and increases the emotional connection with it. This thesis investigates the satisfaction of personalized product costumers with a focus on personalized wallpaper from Croatian manufacturers. The main goal of the research was to analyze the perception and stance of customers towards these products, to determine their preferences and level of satisfaction. The research used a quantitative method of data collection, through a questionnaire that was distributed among customers of personalized wallpapers. 134 respondents, i.e. wallpaper costumers, took part in the questionnaire about their preferences, experience with personalized products and the satisfaction they experienced. The results of a research indicates a high level of customer satisfaction with personalized wallpaper from Croatian manufacturers. Customers expressed their satisfaction because of adaptability of the product to their individual preferences and needs, also accentuated emotional value that personalization provides same as contribution to the unique appearance of their home. Companies that offer personalization of products should focus on improving the approach to customers, the quality of products and services, and on providing the ability to create products according to individual preferences.

• Keywords: zadovoljstvo kupca; personalizacija proizvoda; prilagođavanje; zidne tapete
• Keywords (english): customer satisfactions; product personalization; customization; wallpapers
• Language: croatian
• URN:NBN: urn:nbn:hr:148:093354
• 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: Access restricted to students and staff of home institution
• Created on: 2023-07-15 07:02:54