Zadovoljstvo korisnika video streaming servisima u Republici Hrvatskoj

master's thesis

• Title (english): User satisfaction with video streaming services in the Republic of Croatia
• Author: Lea Posavčević
• Mentor: Đurđana Ozretić Došen (mentor)
• Committee member: Vatroslav Škare (član povjerenstva)
• Committee member: Tanja Komarac (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

Predmet diplomskog rada je zadovoljstvo korisnika video streaming servisima koje se istražuje kroz dvanaest specifičnih čimbenika, uključujući kvalitetu sadržaja, dostupne i medijske opcije te cijenu pretplate. Temeljni cilj istraživanja bio je utvrditi koji su video streaming servisi najpopularniji u Republici Hrvatskoj i u kojoj mjeri su korisnici njima zadovoljni. Prema rezultatima istraživanja, ključni čimbenici koji doprinose zadovoljstvu korisnika obuhvaćaju raznolikost sadržaja, jednostavnost korištenja, stabilnost reprodukcije te kvalitetu korisničke podrške. Nadalje, iako se cijena nije pokazala presudnom, ima važnu ulogu u zadovoljstvu korisnika.
Kvantitativno istraživanje provedeno je na uzorku od 115 ispitanika putem Google obrasca, a glavna ograničenja su vrsta i struktura uzorka s fokusom na korisnike iz Osječko-baranjske županije i Grada Zagreba, mali broj ispitanika te manjak sličnih istraživanja i inozemnih studija za usporedbu rezultata. Zaključno, rezultati istraživanja ukazuju da postoji potreba za daljnjim fokusiranjem na ključne čimbenike zadovoljstva kako bi se osigurala lojalnost korisnika i dugoročni uspjeh.

Abstract (english)

The subject of this thesis is user satisfaction with video streaming services, explored through twelve specific factors, including content quality, available media options, and subscription price. The primary aim of the research was to determine which video streaming services are the most popular in the Republic of Croatia and to what extent users are satisfied with them. According to the research results, key factors contributing to user satisfaction include content variety, ease of use, playback stability, and the quality of customer support. Furthermore, although the price was not found to be decisive, it plays an important role in user satisfaction.
Quantitative research was conducted on a sample of 115 respondents via Google Forms, with the main limitations being the type and structure of the sample, focusing on users from Osijek-Baranja County and the City of Zagreb, the small number of respondents, and the lack of similar studies and international research for comparison. In conclusion, the research results indicate a need for further focus on key satisfaction factors to ensure customer loyalty and long-term success.

• Keywords: zadovoljstvo; video streaming servisi; pretplata; raznolikost ponude; korisnici
• Keywords (english): satisfaction; video streaming services; subscription; diversity of offerings; users
• Language: croatian
• URN:NBN: urn:nbn:hr:148:964697
• 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: 2024-10-01 14:19:06