Izazovi i specifičnosti digitalizirane kupovine u pametnim prodavaonicama

graduate thesis

• Title (english): Challenges and specificities of digitalized shopping in smart stores
• Author: Matko Perić
• Mentor: Kristina Petljak (mentor)
• Committee member: Ivana Štulec (član povjerenstva)
• Committee member: Dora Naletina (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

Abstract

U radu se objašnjavaju teorijske odrednice pametnih prodavaonica i analizira pametna prodavaonica Konzum Smart s naglaskom na njezinu tehnološku infrastrukturu. Posebna pažnja je posvećena opisu zadovoljstva kupaca digitaliziranom kupovinom, odnosno personalizacijom kupnje. Naglašava se važnost inovacijske kupnje u prodavaonici Smart Konzum u kontekstu postizanja konkurentne prednosti i važnosti digitalne transformacije poslovanja prodavaonice na malo. Provedeno istraživanje je pokazalo kako ispitanici smatraju da Konzum Smart nema prednost nad klasičnom prodavaonicom te ispitanici nisu u potpunosti zadovoljni cijenama i kvalitetom proizvoda. Rezultati pokazuju kako ispitanicima nedostaje osobna komunikacija s osobljem prodavaonica. Većina ispitanika dala je prosječnu ocjenu u vezi uređenja prodavaonice, dok najveći dio ispitanika smatra kako Konzum Smart ne pruža u većoj mjeri detaljne informacije o proizvodu/usluzi. Rezultati istraživanja pokazali su kako je bilo problema prilikom transakcija. Efikasan transakcijski proces u pametnim prodavaonicama bitan je za pružanje profesionalnog korisničkog iskustva i održavanje konkurentske prednosti koju takve prodavaonice žele ponuditi.

Abstract (english)

The paper explains the theoretical determinants of smart stores and analyzes the smart store Konzum Smart with an emphasis on its technological infrastructure. Special attention is paid to the description of customer satisfaction with digital shopping, i.e. shopping personalization. The importance of innovative shopping in the Smart Konzum store is emphasized in the context of achieving a competitive advantage and the importance of digital transformation of the retail store's operations. The conducted research showed that the respondents think that Konzum Smart has no advantage over the classic store and that the respondents are not completely satisfied with the prices and quality of the products. The results show that respondents lack personal communication with store staff. The majority of respondents gave an average rating regarding the layout of the store, while the majority of respondents believe that Konzum Smart does not provide much detailed information about the product/service. The research results showed that there were problems during transactions. An efficient transaction process in smart stores is essential for providing a professional customer experience and maintaining the competitive advantage that such stores want to offer.

• Keywords: Pametna prodavaonica; Konzum Smart; digitalizacija; empirijsko istraživanje
• Keywords (english): Smart store; Konzum Smart; digitization; primary research
• Language: croatian
• URN:NBN: urn:nbn:hr:148:319428
• 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: 2024-09-26 17:03:02