Digitalna transformacija poslovanja kroz implementaciju rješenja komunikacijske platforme kao usluge

master's thesis

• Title (english): Digital transformation through implementation of communications platform as a service soIutions
• Author: Karlo Stojević
• Mentor: Dalia Suša Vugec (mentor)
• Committee member: Mario Spremić (član povjerenstva)
• Committee member: Vesna Bosilj Vukšić (član povjerenstva)
• Committee member: Dalia Suša Vugec (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2023-12-06, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Početak 2020. godine sa sobom je donio pandemiju i samim time velike promjene te šokove na globalnom tržištu, od ponašanja i zahtjeva potrošača, njihovih navika, do ponude usluga i dobara. Prebacivanje težišta s fizičke na digitalnu interakciju potrošača i organizacija dovelo je do povećane potrebe za brzo prilagođavanje tržištu, konkretno digitalnu transformaciju. U radu se postavlja teorijski temelj kojim se pojašnjava pojam digitalne transformacije, korisničkog iskustva te komunikacijske platforme kao usluge te njihovih primjerenih mjesta i primjena u poslovanju. Predstavljaju se i potom detaljno analiziraju odabrane studije slučaja s ciljem utvrđivanja potrebe za digitalnom transformacijom, potrebe za kvalitetnim korisničkim iskustvom, pozitivnog učinka komunikacijske platforme na korisničko iskustvo te isplativosti i efikasnosti komunikacijske platforme kao usluge u digitalnoj transformaciji. Zaključuje se kako je komunikacijska platforma kao usluga izvrsno rješenje za korištenje u digitalnoj transformaciji poslovanja.

Abstract (english)

The beginning of 2020 brought a pandemic with it and thus major changes and shocks occurred in the global market. From the increase in consumer demands and changes in their habits to the offer of services and goods. The shift in the focus from physical to digital interaction between consumers and organizations has led to an increased need for quick adaptation to the market, specifically digital transformation. This paper lays a theoretical foundation that clarifies the concept of digital transformation, user experience, and communications platform as a service, as well as their appropriate places and applications in business. Selected case studies are presented and then analyzed in detail to determine the need for digital transformation, the need for quality user experience, the positive effect of the communications platform on the user experience, and the profitability and efficiency of the communications platform as a service in digital transformation. It is concluded that the communications platform as a service is an excellent solution for use in the digital transformation of business.

• Keywords: digitalna transformacija; korisničko iskustvo (CX); komunikacijska platforma kao usluga (CPaaS); komunikacijski kanali; aplikacijsko programsko sučelje (API)
• Keywords (english): digital transformation; user experience (CX); communication platform as a service (CPaaS); communication channels; application programming interface (API)
• Language: croatian
• URN:NBN: urn:nbn:hr:148:141149
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-12-06 21:22:22