Analiza utjecaja razine korištenja pojedinog alata on line komunikacije na zadovoljstvo potrošača odabranom destinacijom

master's thesis

• Title (english): Impact analysis levels of useing individual on-line communication tool on consumer satisfaction with chosen destination
• Author: Ivana Vašarević
• Mentor: Goran Vlašić (mentor)
• Committee member: Vatroslav Škare (predsjednik povjerenstva)
• Committee member: Irena Pandža Bajs (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016-03-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Vaţžost Interneta kao izvora informacija iz dana u dan je sve veća. Internet danas nudi pristup širokom spektru informacija, te brojne mogućnosti kao što su međusobna komunikacija, interaktivnost, kreiranje i dijeljenje informacija na globalnoj razini. Informacije potrebne potencijalnim potrošačima dostupne su 24 sata dnevno pa Internet predstavlja specifičan i jedinstven kanal za međusobnu komunikaciju povezujući na taj način potražnju potrošača i subjekte ponude u turizmu. Danas su potrošači svakodnevno prisutni na Internetu, preko web stranica dolaze do potrebnih informacija, aktivni su na različitim društvenim medijima a zahvaljujući mobilnom Internetu i pametnim telefonima te razvoju mobilnih aplikacija, u svakom trenutku imaju pristup svim željenim i potrebnim sadržajima. Kroz različite alate on-line komunikacije, potrošači imaju na raspolaganju sigurna sredstva za ostvarenje svojih ciljeva odnosno prikupljanje relevantnih informacija, rezervaciju smještaja ili kupnju prijevozničkih karata, kao i pomoć prilikom snalaženja u destinaciji i naposljetku podjelu svojih iskustava odnosno zadovoljstva destinacijom. Kroz korištenje alata on-line komunikacije potrošači mogu, štedeći vlastito vrijeme, brzo doći do relevantnih informacija ili riješiti situacijske potrebe. Glavni cilj rada je utvrditi kako korištenje pojedinog alata on-line komunikacije (web stranice, društveni mediji, mobilni web, mobilne aplikacije) od strane potrošača utječe na njihovo zadovoljstvo s odabranom destinacijom. U svrhu ostvarenja cilja provedeno je istraživanje primarnih i sekundarnih podataka. Primarno istraživanje provedeno je korištenjem on-line anketnog upitnika na prigodnom uzorku korisnika Interneta (n=100), dok je sekundarno istraživanje provedeno prikupljanjem relevantne domaće i strane literature. Rezultati istraživanja pokazuju kako povećanje razine korištenja web stranica ima pozitivan utjecaj na zadovoljstvo potrošača odabranom destinacijom, kao što to imaju i informacije o destinaciji dobivene od strane obitelji, prijatelja i kolega.

Abstract (english)

The importance of the Internet as a source of information is increasing day by day. Today the Internet offers access to a wide range of information, as well as numerous features such as internal communication, interactivity and creating and sharing information on a global basis. Required information is available 24 hours a day to the potential consumers, so Internet is a specific and unique channel to communicate with each other and bring together demands of consumers and operators into tourism offer. Today consumers are using Internet on a daily basis, through the websites they can reach all the necessary information available, also they are active in various social media in behalf of the mobile Internet, smartphones and the development of mobile applications and they have access to all the needed and necessary facilities at any time.. Through a variety of on-line communication tools, consumers have access to safe means for achieving their goals and collecting relevant information, reservation or purchase of transportation tickets, as well as assistance in encountering the destination and eventually a sharing their experience and satisfaction with selected destination. Through the use of on-line communication tools consumers can save their time, gain all the relevant information quickly and solve situational needs. The main objective of the study was to determine how the use of the certain tools of on-line communication (website, social media, mobile web, mobile applications) affects consumer satisfaction with the selected destination. It was conducted a research of primary and secondary data in order to achieve the objective. Primary research was conducted using an online questionnaire on a sample of Internet users (n = 100), while secondary research was conducted by collecting relevant domestic and foreign literature. The extracted results show that increased level of website use has a positive impact on consumer satisfaction about selected destination, such as information about the destination given by family, friends and colleagues.

• Keywords: on-line komunikacija; web stranice; društveni mediji; mobilni web; mobilne aplikacije; zadovoljstvo
• Keywords (english): online communication tools; websites; social media; mobile web; mobile applications; satisfaction
• Language: croatian
• URN:NBN: urn:nbn:hr:148:518008
• 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: 2016-10-27 10:24:15