Istraživanje mogućnosti primjene modela analize profitabilnosti kupaca u maloprodaji

master's thesis

• Title (english): Exploring the possibilities of applying the model of profitability analysis of customers in retail
• Author: Mia Jelinić
• Mentor: Miroslav Mandić (mentor)
• Committee member: Mirjana Pejić Bach (predsjednik povjerenstva)
• Committee member: Irena Pandža Bajs (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Analiza profitabilnosti kupaca predstavlja temelj konkurentnosti i jačanja tržišne pozicije tvrtke. Mjerenje profitabilnosti kupaca je jedna od aktivnosti svake tvrtke, koje u svom poslovanju slijede glavne marketinške principe u svrhu poboljšanja učinkovitosti marketinških strategija. U diplomskom radu istraživana je mogućnost primjene dva modela profitabilnosti kupaca, doživotne vrijednosti kupca (CLV) i RFM modela, u maloprodajnoj tvrtki, kao mjerilo za odabir kupaca i usporedba rezultata samih modela. Za izračun doživotne vrijednosti kupca kao i same profitabilnosti kupca, temeljem podataka za 2013. i 2014. godinu, preuzetih iz baze podataka tvrtke, odabrane su četiri formule. Odabir formula uvjetovali su dobiveni podaci, korigirani od strane tvrtke na način da je svaki podatak pomnožen određenim koeficijentom. Rezultati dobiveni analizom obrađenih podataka za model doživotne vrijednosti kupca u provedenom istraživanju su približno isti. Na temelju provedene analize uočeno je kako rezultati CLV modela, primjenom odabranih formula, pokazuju točniju raspodjelu među kupcima, na profitabilne i neprofitabilne kupce u odnosu na RFM model. Sama CLV metoda i RFM metoda predlaže menadžerima kako se treba orijentirati na profitabilne kupce, njihovom privlačenju i zadržavanju. Ali u svoj toj euforiji privlačenja i orijentiranja na najprofitabilnije kupce treba paziti da ne dođe do pretjeranog zagušenja kupaca, jer bi u suprotnom moglo doći do neželjenog efekta, a to je odlazak konkurenciji.

Abstract (english)

Analysis of customer profitability is the foundation of competitiveness and strength of the market position of the company. Measuring customer profitability is one of the activities of each company, which in its operations follow the main marketing principles in order to improve effectiveness of marketing strategies. The thesis researched the possibility of using two models of customer profitability, customer lifetime value (CLV) and RFM model, in retail establishments, as a measure to select customers and comparison of the results of these models. For the calculation of lifetime value of the customer and the customer's profitability, based on data for 2013 and 2014, taken from company’s database, four formulas were selected. The selection of formulas was conditioned by the given data, corrected by the company in such a way that each data was multiplied by a certain coefficient. The results obtained by analyzing the processed data for the model of lifetime value of the customer in the conducted research are approximately the same. Based on the analysis it has been observed that the results of CLV model, using the selected formula, show a more accurate distribution among customers, the profitable and unprofitable customers in relation to the RFM model. The CLV method and RFM method proposes managers to focus on profitable customers, their attraction and retention. But in the euphoria of attraction and focus on the most profitable customers, they should be careful and try to avoid excessive congestion of customers, because otherwise it could lead to adverse effects, and that is their transition to the competition.

• Keywords: upravljanje odnosima s kupcima (CRM); analiza profitabilnosti kupaca; doživotna vrijednost kupaca (CLV); RFM model
• Keywords (english): customer relationship management (CRM); customer profitability analysis; customer lifetime value (CLV); RFM model
• Language: croatian
• URN:NBN: urn:nbn:hr:148:223608
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-10-05 12:00:33