Programi lojalnosti u maloprodaji Republike Hrvatske

graduate thesis

• Title (english): Retail loyalty programs in the Republic of Croatia
• Author: Dolores Pilko
• Mentor: Miroslav Mandić (mentor)
• Committee member: Mirko Palić (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: 2023-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U današnjim uvjetima poslovanja gotovo svako uspješno maloprodajno poduzeće primjenjuje programe lojalnosti kako bi se istaknulo u odnosu na konkurenciju i privuklo lojalne kupce. Programi lojalnosti donose brojne pogodnosti maloprodavačima i kupcima. Trendovi se konstantno mijenjaju, stoga maloprodavači moraju biti u toku i modernizirati svoje programe lojalnosti kako bi privukli i zadržali lojalne kupce te ostali konkurentni. Cilj ovog diplomskog rada bio je istražiti stavove korisnika programa lojalnosti u maloprodaji Republike Hrvatske. Provedeno je kvantitativno (opisno) istraživanje, a instrument istraživanja bio je anketni upitnik. U istraživanju je sudjelovalo 111 ispitanika, a ispitivali su se stavovi o programima lojalnosti Dm-a , INE, Konzuma, Bipe, Lidla, Kauflanda i KTC-a. Za potrebe rada anketni upitnik je bio prilagođen prema ljestvicama koje su korištene u sljedećim radovima: Gupta i sur. (2018), Lawrence i sur. (2022).

Abstract (english)

In today's business environment, almost every successful retail company implements loyalty programs in order to stand out from the competition and attract loyal customers. Loyalty programs bring numerous benefits to retailers and customers. Trends are constantly changing, so retailers must stay current and modernize their loyalty programs in order to attract and retain loyal customers and remain competitive. The aim of this master's thesis was to investigate the attitudes of users of loyalty programs in retail in the Republic of Croatia. Quantitative (descriptive) research was conducted, and the research instrument was a survey questionnaire. 111 respondents took part in the survey, and their views on the loyalty programs of Dm, INA, Konzum, Bipa, Lidl and KTC were examined. For the purpose of the work, the questionnaire was adapted according to the scales used in the following works: Gupta et al. (2018), Lawrence et al. (2022).

• Keywords: lojalnost; programi lojalnosti; trendovi; Hrvatsko maloprodajno tržište
• Keywords (english): loyalty; loyalty programs; trends; Croatian retail market
• Language: croatian
• URN:NBN: urn:nbn:hr:148:828235
• Study programme: Title: Management and retail marketing; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-09-25 21:44:02