Analiza i razvoj programa lojalnosti u digitalnom okruženju

master's thesis

• Title (english): Analysis and development of loyalty programs in the digital environment
• Author: Lucija Tečić
• 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

U današnjem konkurentnom svijetu, kupci su postali centar pozornosti svakog poduzeća. Digitalna era donosi nove izazove i mogućnosti za poduzeća da privuku nove kupce. Osim što je izuzetno bitno imati strategiju kojom će se privući novi kupci, od iznimne je važnosti i zadržati postojeće kupce te ih pretvoriti u lojalne kupce. Iako su programi lojalnosti prisutni već dugi niz godina, s ubrzanim razvojem tehnologije došlo je do novih prilika i mogućnosti razvijanja samih programa. Evolucija programa lojalnosti proizlazi iz ključnih aspekata kao što su implementacija personaliziranih pristupa, integracija mobilnih aplikacija i online platformi, korištenje Big data analitike za unapređenje programa lojalnosti te kreiranje inovativnih sustava nagrađivanja.
Sam cilj diplomskog rada bio je kroz teorijski dio dublje istražiti i analizirati što su to programi lojalnosti, zašto su oni važni, kako su se razvijali tijekom godina te prilagodbu programa lojalnosti današnjem digitalnom dobu.
Za potrebe istraživanja diplomskog rada, koristilo se kvantitativno opisno istraživanje. Istraživanje se provelo na namjernom prigodnom uzorku. Veličina uzorka bila je 102 korisnika programa lojalnosti. Istraživanje se provelo putem Google obrasca koji je bio podijeljen putem društvenih mreža i digitalnih platformi. Cilj istraživanja bio je ispitati motive i preferencije potrošača, njihovo stajalište o personalizaciji, nagradama i pogodnostima, privatnosti i sigurnosti te o općem zadovoljstvu programima lojalnosti u digitalnom svijetu.
Rezultati istraživanja pokazali su kako su nagrade i pogodnosti najvažniji čimbenik koji utječe na učlanjenje u digitalne programe lojalnosti te da su korisnici programa lojalnosti generalno zadovoljni svojim iskustvom. Potrošače motiviraju popusti i nagrade koje dobe priključenjem u programe lojalnosti te im je jednostavnost aplikacije i praćenja bodova i nagrada izrazito bitna. Personalizacija je korisnicima uvelike bitna ali izravno ne utječe na njihovu odluku o priključenju programima lojalnosti. Isto tako, rezultati istraživanja prikazali su da potrošači još uvijek nemaju dovoljno povjerenja u programe lojalnosti te da im pristupaju s dozom opreza.

Abstract (english)

In today's competitive world, customers have become the center of attention for every business. The digital era brings new challenges and opportunities for businesses to attract new customers. Apart from the fact that it is extremely important to have a strategy that will attract new customers, it is also important to retain existing customers and make them loyal customers. Although loyalty programs have been around for many years, with the accelerated development of technology, there have been new opportunities to develop loyalty programs. The evolution of loyalty programs results from key aspects such as the implementation of personalized approaches, the integration of mobile applications and online platforms, the use of Big data analytics to improve loyalty programs, and the creation of innovative reward systems.
The aim of this thesis was through the theoretical part investigate and analyze what loyalty programs are, why are they important, how have they developed over the years and the adaptation of loyalty programs to today's digital age.
For the purposes of the thesis research, quantitative descriptive research was used. The research was conducted on a purposeful random sample. The sample size was 102 loyalty program users. The survey was conducted through a Google form that was shared through social networks and digital platforms. The aim of the research was to examine consumers' motives and preferences, their views on personalization, rewards and benefits, privacy and security, and general satisfaction with loyalty programs in the digital world.
The results of the research showed that rewards and benefits are the most important factor influencing membership in digital loyalty programs and that loyalty program users are generally satisfied with their experience. Consumers are motivated by the discounts and rewards they get by joining loyalty programs, and the simplicity of the application and tracking of points and rewards is extremely important to them. Personalization is very important to users, but it does not directly affect their decision to join loyalty programs. The research results showed that consumers still don’t have enough trust in loyalty programs and that they approach them with a degree of caution.

• Keywords: digitalni programi lojalnosti; lojalnost kupaca; personalizacija; zadovoljstvo
• Keywords (english): digital loyalty programs; customer loyalty; personalization; satisfaction
• Language: croatian
• URN:NBN: urn:nbn:hr:148:754040
• 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: Open access
• Created on: 2024-10-01 20:12:30