Istraživanje zadovoljstva korisnika chatbotova u modnoj industriji

master's thesis

• Title (english): Research on the satisfaction of chatbot users in the fashion industry
• Author: Nina Sabljić
• Mentor: Miroslav Mandić (mentor)
• Committee member: Tihomir Vranešević (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: 2024-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Razvoj tehnologije i upotreba chatbotova u modnoj industriji predstavljaju ključno područje istraživanja zbog potencijala da transformiraju maloprodajnu industriju. Chatbotovi postaju sve popularniji u modnoj industriji zahvaljujući svojoj sposobnosti pružanja personaliziranih iskustava kupovine i poboljšanja angažmana korisnika. Oni štede vrijeme korisnicima, pružaju točne informacije, omogućuju personaliziran modni sadržaj i pamte korisničke preferencije, što na kraju dovodi do veće zadovoljstva korisnika i njihove lojalnosti prema modnim markama. Za ovo istraživanje odabrane su modne marke zbog svojih jedinstvenih karakteristika u usporedbi s drugim potrošačkim markama. Modne marke, za razliku od potrošačkih, više se fokusiraju na osobni izraz i individualnost, što ih čini zanimljivim subjektom za ispitivanje utjecaja chatbotova na korisnike. U ovom istraživanju korištena je kombinacija kvalitativnih i kvantitativnih metoda kako bi se procijenilo zadovoljstvo korisnika i upotrebljivost chatbotova u modnoj industriji. Istraživanje je obuhvatilo analizu interakcija korisnika s chatbotovima, ispitivanje njihovih očekivanja i iskustava te mjerenje utjecaja tih iskustava na lojalnost prema određenim modnim markama. Podaci su prikupljeni putem online anketa i intervjua, a analiza je uključivala statističku obradu rezultata kako bi se utvrdile ključne korelacije i trendovi. Rezultati istraživanja ukazali su na to da chatbotovi značajno doprinose povećanju zadovoljstva korisnika pružajući personalizirane i točne informacije. Korisnici koji su iskusili visoku razinu personalizacije i brzine odgovora pokazali su veću lojalnost prema modnim markama. Međutim, istraživanje je također otkrilo da različite skupine korisnika različito percipiraju upotrebljivost chatbotova, što sugerira potrebu za prilagodbom dizajna chatbotova kako bi bolje odgovarali različitim korisničkim preferencijama i razinama iskustva. Ovi rezultati naglašavaju važnost daljnjeg prilagođavanja tehnologije potrebama korisnika kako bi se maksimalno iskoristio potencijal chatbotova u modnoj industriji.

Abstract (english)

The development of technology and the use of chatbots in the fashion industry represent a crucial area of research due to their potential to transform the retail industry. Chatbots are becoming increasingly popular in the fashion industry because of their ability to provide personalized shopping experiences and enhance user engagement. They save users' time, provide accurate information, deliver personalized fashion content, and remember user preferences, ultimately leading to greater customer satisfaction and loyalty to fashion brands. Fashion brands were selected for this study because of their unique characteristics compared to other consumer brands. Unlike consumer brands, fashion brands focus more on personal expression and individuality, making them an interesting subject for examining the impact of chatbots on users. This research employed a combination of qualitative and quantitative methods to assess user satisfaction and the usability of chatbots in the fashion industry. The study included an analysis of user interactions with chatbots, an examination of their expectations and experiences, and a measurement of how these experiences influenced loyalty to specific fashion brands. Data were collected through online surveys and interviews, and the analysis involved statistical processing of the results to identify key correlations and trends. The research findings indicated that chatbots significantly contribute to increasing user satisfaction by providing personalized and accurate information. Users who experienced a high level of personalization and quick response times showed greater loyalty to fashion brands. However, the research also revealed that different user groups perceive the usability of chatbots differently, suggesting the need to tailor chatbot design to better match various user preferences and experience levels. These results underscore the importance of further adapting technology to user needs to fully leverage the potential of chatbots in the fashion industry.

• Keywords: korisničko iskustvo; zadovoljstvo korisnika; chatbot; modne marke; modna industrija; razvoj chatbota
• Keywords (english): user experience; customer satisfaction; chatbot; fashion brands; fashion industry; chatbot development
• Language: croatian
• URN:NBN: urn:nbn:hr:148:385926
• 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: Access restricted to authenticated users
• Created on: 2024-09-24 06:52:31