Analiza zadovoljstva kupca kupnjom odjeće multikanalnom maloprodajom

graduate thesis

• Title (english): Analysis of customer satisfaction with the purchase of clothing through multichannel retail
• Author: Tea Pavić
• 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; (Department of Trade and International Business); Zagreb
• Defense date and country: 2024-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U današnjem dinamičnom i digitalno orijentiranom poslovnom okruženju multikanalna maloprodaja postaje sve važnija strategija za poduzeća koja žele ostvariti konkurentsku prednost i zadržati kupce. Ovakav pristup podrazumijeva korištenje više prodajnih kanala , uključujući fizičke prodavaonice, online prodaju, mobilne aplikacije, društvene mreže i slično. Multikanalna maloprodaja ne samo da povećava dostupnost i vidljivost proizvoda, već omogućavaju poduzećima da razumiju ponašanje kupaca te samim time personaliziraju iskustva kupaca, optimiziraju zalihe i unaprijede marketing. Diplomski rad se bavi temom multikanalne maloprodaje i opisuju se njezina obilježja, funkcije, prednosti te nedostatci. Kroz rad je prikazana povijest kanala te kako su se oni razvijali do danas u svim poduzećima pomoću razvoja interneta, pametnih mobitela i aplikacija. Opisuje se važnost multikanalne maloprodaje kao ključ uspjeha u suvremenom tržištu omogućavajući spajanje poduzeća i kupaca na više načina. Spominju se i druge vrste maloprodajnih kanala kojima se danas koriste gotovo svi kupci u svijetu. Također, provedena je analiza zadovoljstva kupaca korištenjem multikanalne maloprodaje na primjeru prodavaonice Zara, te su sukladno rezultatima istraživanja dane preporuke za poboljšanje poslovanja. Rezultati istraživanja prikazuju da ispitanici koji kupuju u prodavaonici Zare najviše vole kupovati u fizičkim prodavaonicama te se može zaključiti da tradicionalna maloprodaja, bez obzira na veliku zastupljenost digitalnih prodajnih oblika, i dalje drži veliku zainteresiranost kod kupaca.

Abstract (english)

In today's dynamic and digitally oriented business environment, multichannel retailing is becoming an increasingly important strategy for companies that want to gain a competitive advantage and retain customers. This approach implies the use of multiple sales channels, including physical stores, online sales, mobile applications, social networks and so on. Multichannel retailing not only increases product availability and visibility, but also enables businesses to understand customer behavior and thereby personalize customer experiences, optimize inventory, and improve marketing. The thesis deals with the topic of multichannel retailing and describes its features, functions, advantages and disadvantages. The paper shows the history of channels and how they have developed to this day in all companies using the development of the Internet, smart phones and applications. It describes the importance of multichannel retailing as the key to success in the modern market, enabling businesses and customers to connect in multiple ways. Other types of retail channels that are used today by almost all customers in the world are also mentioned. Also, an analysis of customer satisfaction using multichannel retailing was carried out on the example of the Zara store, and recommendations for business improvement were made in accordance with the results of the research. The results of the research show that the respondents who shop in the Zara store prefer to shop in physical stores, and it can be concluded that traditional retail, regardless of the large presence of digital sales forms, still holds great interest among customers.

• Keywords: multikanalna maloprodaja; kupci; zadovoljstvo kupca; odjeća
• Keywords (english): multichannel retailing; customers; consumer satisfaction; clothes
• Language: croatian
• URN:NBN: urn:nbn:hr:148:606528
• 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: 2024-09-25 13:40:56