Analiza zadovoljstva potrošača programima lojalnosti u specijaliziranim prodavaonicama kozmetičkih i toaletnih proizvoda

graduate thesis

• Title (english): Analysis of customer satisfaction with loyalty programs in specialized stores of cosmetic and toilet products
• Author: Viktorija Čulo
• Mentor: Kristina Petljak (mentor)
• Committee member: Dora Naletina (član povjerenstva)
• Committee member: Ivana Štulec (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Specijalizirane prodavaonice kozmetičkih i toaletnih proizvoda nude širok asortiman kvalitetnih proizvoda i često uvode programe lojalnosti kako bi privukle i zadržale kupce. Ovaj rad analizira zadovoljstvo potrošača programima lojalnosti u specijaliziranim prodavaonicama kozmetičkih i toaletnih proizvoda. Svrha rada je razumjeti koliko su potrošači u Republici Hrvatskoj zadovoljni postojećim programima lojalnosti te identificirati ključne faktore koji utječu na njihovo zadovoljstvo. Istraživanje je provedeno anketiranjem kupaca koji kupnju obavljaju u različitim specijaliziranim prodavaonicama kozmetičkih i toaletnih proizvoda, pri čemu su prikupljeni podaci o demografskim karakteristikama ispitanika, učestalosti korištenja kartica lojalnosti, korištenju programa lojalnosti i razini zadovoljstva različitim aspektima tih programa. Analizom podataka utvrđeno je da su kupci općenito zadovoljni programima lojalnosti, pri čemu najviše cijene popuste i posebne ponude. Međutim, identificirana su i područja za poboljšanje. Hrvatski potrošači teže kvalitetnim proizvodima, povoljnim cijenama i dodatnim pogodnostima kroz lojalnost. Rezultati istraživanja ukazuju na značajnu povezanost između najčešće odabrane prodavaonice za kupnju kozmetičkih i toaletnih proizvoda te zadovoljstva s programom lojalnosti, pri čemu su ispitanici izrazili najvišu razinu zadovoljstva programom lojalnosti prodavaonice Dm.

Abstract (english)

Specialized stores of cosmetic and toilet products offer a wide range of high-quality products and often implement loyalty programs to attract and retain customers. This study analyzes consumer satisfaction with loyalty programs in specialized cosmetic and toiletry stores. The purpose of the study is to understand how satisfied consumers in the Republic of Croatia are with the existing loyalty programs and to identify key factors influencing their satisfaction. The research was conducted through surveys of customers who shop at various specialized cosmetic and toiletry stores, collecting data on demographic characteristics, frequency of loyalty card usage, engagement with loyalty programs, and satisfaction levels with different aspects of these programs. Data analysis revealed that customers are generally satisfied with loyalty programs, with discounts and special offers being the most valued features. However, areas for improvement were also identified. Croatian consumers place a high value on quality products, favourable prices, and additional benefits through loyalty programs. The research results indicate a significant correlation between the most frequently chosen store for purchasing cosmetics and toiletries and customer satisfaction with the loyalty program, with respondents expressing the highest level of satisfaction with DM's loyalty program.

• Keywords: zadovoljstvo potrošača; programi lojalnosti; specijalizirane prodavaonice; kozmetički proizvodi; toaletni proizvodi
• Keywords (english): consumer satisfaction; loyalty programs; specialized stores; cosmetic products; toilet products
• Language: croatian
• URN:NBN: urn:nbn:hr:148:557473
• 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: Open access
• Created on: 2024-09-24 19:47:50