Čimbenici lojalnosti kupaca u ljekarnama

master's thesis

• Title (english): Customer loyalty factors in pharmacy
• Author: Anamarija Markić
• Mentor: Miroslav Mandić (mentor)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Tihomir Vranešević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Posljednjih par godina raste trend brige i unaprjeđenja vlastitog zdravlja. Učestale posjete liječnicima te samostalna želja za poboljšanjem zdravlja dovode do rasta potražnje za lijekovima, bili oni koji se izdaju na recept ili oni koji se kupuju bez recepta. Farmaceutska industrija je vrlo velika i razvijena industrija koja stalno raste i mijenja trendove u poslovanju. Upravo zbog zasićenosti tržišta i broje konkurencije, vlasnici ljekarni moraju biti u toku s trendovima te konstantno tražiti načine kako se istaknuti od brojne konkurencije jer kupci imaju na raspolaganju brojne druge opcije kako od onih tradicionalnih oblika ljekarni do danas sve češćih oblika Internet ljekarni. Stoga je pojam lojalnosti od izrazitog značaja za ljekarne.
Cilj diplomskog rada bio je istraživanje čimbenika lojalnosti kupaca ljekarni. Istraživanje je provedeno na 101 ispitaniku, gdje je instrument istraživanja bio anketni upitnik. S ciljem utvrđivanja čimbenika lojalnosti kupaca ljekarni, definirani su čimbenici lojalnosti koji su se ispitivali: kvaliteta proizvoda i usluga, naziv ljekarne, cijena, fizičko okruženje, pogodnosti, oglašavanje i promocija te stručnost zaposlenika. Rezultati istraživanja pokazali su da fizičko okruženje i kvaliteta proizvoda koji se prodaju u ljekarni imaju najveći utjecaj na lojalnost kupaca ljekarni, dok stručnost zaposlenika ima nešto manji utjecaj na lojalnost. Uzimajući u obzir rezultate ovoga istraživanja, da bi ljekarne zadržale svoj konkurentski položaj na zasićenom tržištu one bi trebale uzeti u obzir i ostale čimbenike poput oglašavanja i promocije, cijene i pogodnosti koje pružaju kako bi stekle i zadržale lojalne kupce.

Abstract (english)

In recent years, there has been a growing trend of individuals taking care of and improving their health. Frequent visits to doctors and a personal desire to enhance health have led to an increased demand for medications, both prescription and over-the-counter. The pharmaceutical industry is a large and developed sector that is continuously growing and changing business trends. Due to market saturation and significant competition, pharmacy owners must stay updated with trends and constantly seek ways to stand out from the competition, as customers have numerous other options, ranging from traditional pharmacies to the increasingly common online pharmacies. Therefore, the concept of loyalty is of paramount importance for pharmacies.
The aim of this thesis was to investigate the factors influencing customer loyalty in pharmacies. The research was conducted on 101 respondents using a survey questionnaire as the research instrument. To determine the factors influencing customer loyalty in pharmacies, the following factors were defined and examined: product and service quality, pharmacy name, price, physical environment, benefits, advertising and promotion, and employee expertise. The research results showed that the physical environment and the quality of products sold in the pharmacy have the greatest impact on customer loyalty, while employee expertise has a slightly smaller impact on loyalty. Considering the results of this research, to maintain their competitive position in a saturated market, pharmacies should also consider other factors such as advertising and promotion, pricing, and the benefits they offer to gain and retain loyal customers.

• Keywords: lojalnost; farmaceutska industrija; kupci; čimbenici lojalnosti; ljekarne
• Keywords (english): loyalty; pharmaceutical industry; customers; loyalty factors; pharmacies
• Language: croatian
• URN:NBN: urn:nbn:hr:148:245216
• 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 students and staff of home institution
• Created on: 2024-09-30 17:43:32