Analiza utjecaja karakteristika procesa donošenja odluke o kupovini na zadovoljstvo potrošača odabirom

master's thesis

• Title (english): Analysis of the inflluence of consumer decision-making process characteristics on consumer satisfaction
• Author: Fran Živković
• Mentor: Goran Vlašić (mentor)
• Committee member: Jurica Pavičić (predsjednik povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Rad se bavi razumijevanjem procesa donošenja odluke o kupovini obrazovne usluge od strane potrošača, no sa fokusom na razumijevanje utjecaja karakteristika samog procesa donošenja odluke o kupovini na zadovoljstvo potrošača donesenom odlukom.
Provedeno je istraživanje utjecaja karakteristika procesa donošenja odluke na zadovoljstvo potrošača odabirom obrazovnog programa. Karakteristike procesa donošenja odluke o kupovini su: brzina, jednostavnost, strukturiranost i uključenost pri procesu donošenja odluke o kupovini.
U istraživanju sve varijable utječu pozitivno na zavisnu, no rezultati pokazuju da uključenost potrošača u proces donošenja odluke o kupovini i strukturiranost procesa donošenja odluke o kupovini obrazovnih usluga iskazuju statistički značajan pozitivan utjecaj na zadovoljstvo potrošača odabirom obrazovne usluge.
Sukladno tome, kod donošenja odluke o kupovini obrazovnih usluga (koje zahtijevaju kognitivni napor), ključno za zadovoljstvo potrošača je koliko je on/ona bio uključen u sam proces i pristupio/la donošenju odluke strukturirano.

Abstract (english)

This paper deals with understanding the decision-making process concerning the purchase of educational services by consumers. The focus of the paper is on understanding the impact of characteristics of the decision-making process on the consumer satisfaction with the decision.
Research has been conducted about the impact of the mentioned characteristics on the consumer satisfaction from choosing an educational program. The characteristics of decision-making process are: speed, simplicity, structure and involvement in the decision-making process.
In the study, all the variables have shown positive impact on the dependent variable, but the results show that the involvement of consumers in the decision-making process and structure of decision-making process while purchasing educational services reported statistically significant positive impact on consumer satisfaction selecting educational services.
Consequently, the key to consumer satisfaction with the chosen educational program is the fact that he/she was involved in the choosing process and that he/she approached to it in a structured way.

• Keywords: proces donošenja odluke; karakteristike procesa donošenja odluke; zadovoljstvo potrošača odabirom; uključenost potrošača u proces donošenja odluke; strukturiranost procesa donošenja odluke.
• Keywords (english): Decision-making process; characteristic of decision-making process; consumer satisfaction with the made choice; involvement of consumers in the decision-making process; structure of the decision-making process.
• Language: croatian
• URN:NBN: urn:nbn:hr:148:622025
• 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: 2016-10-10 15:48:17