Istraživanje zadovoljstva kupaca u sustavu izravne prodaje kozmetike

postgraduate specialist thesis

• Title (english): Reasearch on customer satisfaction in the system of direct sales of cosmetics
• Author: Ankica Mikac Škrinjarić
• Mentor: Marija Tomašević-Lišanin (mentor)
• Committee member: Miroslav Mandić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Ovaj rad predstavlja istraživanje zadovoljstva kupaca u sustavu izravne prodaje kozmetike. Cilj istraživanja bio je analizirati razinu zadovoljstva kupaca koji koriste usluge izravne prodaje kozmetičkih proizvoda te identificirati ključne čimbenike koji utječu na njihovo zadovoljstvo. Istraživanje je provedeno putem anketnog upitnika koji je distribuiran među korisnicima sustava izravne prodaje kozmetike. Upitnik je sadržavao pitanja o različitim aspektima iskustva kupaca, uključujući kvalitetu proizvoda, uslugu, dostupnost, cijene i komunikaciju s prodavačima. Rezultati istraživanja su pokazali da većina kupaca ima pozitivno iskustvo s izravnom prodajom kozmetike i da su uglavnom zadovoljni pruženom uslugom. Kvaliteta proizvoda, raznolikost ponude i brzina isporuke identificirani su kao ključni faktori koji utječu na zadovoljstvo kupaca. Također, istraživanje je otkrilo da korisnici izravne prodaje kozmetike cijene personalizirani pristup i savjetovanje koje dobivaju od prodavača. Komunikacija s prodavačima putem društvenih mreža i osobni kontakt smatraju se važnim kanalima komunikacije. Ovi rezultati pružaju važne smjernice za poboljšanje usluge izravne prodaje kozmetike. Tvrtke u ovom sektoru mogu koristiti ove nalaze kako bi prilagodile svoju ponudu, poboljšale komunikaciju s kupcima i osigurale visoku razinu kvalitete proizvoda i usluge. Uzimajući u obzir rastuću popularnost izravne prodaje kozmetike, ovo istraživanje doprinosi razumijevanju potreba i očekivanja kupaca u ovom sektoru te pruža smjernice za daljnje istraživanje i poboljšanje prakse izravne prodaje kozmetike.

Abstract (english)

This research paper presents a survey of customer satisfaction in the system of direct sales of cosmetics. The aim of the research was to analyze the level of satisfaction of customers who use the services of direct sales of cosmetic products and to identify the key factors that influence their satisfaction. The research was conducted through a survey questionnaire that was distributed among users of the system of direct sales of cosmetics. The questionnaire included questions on various aspects of the customer experience, including product quality, service, availability, pricing and communication with sellers. The results of the research showed that the majority of customers have a positive experience with the direct sale of cosmetics and that they are mostly satisfied with the service provided. Product quality, variety of offer and speed of delivery have been identified as key factors influencing customer satisfaction. Also, the research revealed that consumers of direct sales of cosmetics value the personalized approach and advice they receive from sellers. Communication with sellers via social networks and personal contact are considered important channels of communication. These results provide important guidelines for improving the cosmetics direct sales service. Companies in this sector can use these findings to adapt their offer, improve communication with customers and ensure a high level of product and service quality. Considering the growing popularity of direct selling of cosmetics, this research contributes to the understanding of the needs and expectations of customers in this sector and provides guidance for further research and improvement of the practice of direct selling of cosmetics.

• Keywords: zadovoljstvo kupaca; kanali distribucije; komunikacija; izravna prodaja; kozmetika
• Keywords (english): customer satisfaction; distribution channels; communication; direct sales; cosmetics
• Language: croatian
• URN:NBN: urn:nbn:hr:148:300420
• Study programme: Title: Sales management; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: specijalist/specijalistica menadžmenta prodaje (specijalist/specijalistica menadžmenta prodaje)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-09-26 06:19:36