Uspješnost programa lojalnosti u barovima

master's thesis

• Title (english): Efficiency of loyality programs in bars
• Author: Bojan Jovanović
• Mentor: Miroslav Mandić (mentor)
• Committee member: Mirko Palić (predsjednik povjerenstva)
• Committee member: Irena Pandža Bajs (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

U današnje vrijeme programi lojalnosti zastupljeni su u velikom broju uslužnih sektora. Razvitkom tehnologije dolazi do implementacije programa lojalnosti u one djelatnosti za koje to prije nije bilo moguće. Pojavom pametnih telefona, moguća je implementacija složenijih programa lojalnosti u barove. Za sve programe lojalnosti, bez obzira na djelatnost postavlja se pitanje njegove učinkovitosti. U akademskim krugovima postoji velika rasprava jesu li oni samo dodatno sredstvo jačanja marke nekog poduzeća te na koji način zapravo utječu na lojalnost. Postavlja se pitanje mjerenja učinkovitosti. U ovom radu učinkovitost se mjerila kroz zadovoljstvo uslugom u barovima. Jedan od ciljeva rada bilo je utvrđivanje ključnih čimbenika pri odabiru bara te vidjeti kolika je veza s postojanjem programa lojalnosti i tih odabranih ključnih čimbenika. Rezultati su pokazali kako najvažniji čimbenik predstavlja ljubaznost i susretljivost konobara, dok najmanju važnost ima postojanje programa lojalnosti. Također, ovim radom željela se istražiti upoznatost odabrane populacije s programima lojalnosti u barovima. Rezultati su pokazali kako velika većina nije upoznata s programima lojalnosti u barovima, ali je identificiran mogući problem neadekvatne komunikacije od strane barova. Upotrebom teorijskih okvira konstruirano je istraživanje kojim se želi potvrditi teze oko kvalitete uspješnog programa lojalnosti. Podatci istraživanja pokazali su kako kvalitetan program lojalnosti u barovima treba imati dobro educirane konobare spremne na pomaganje oko nejasnoća vezanih uz program lojalnosti.

Abstract (english)

In the modern times loyalty programs can be found in almost every service sector. With the new technology emerging, loyalty programs can be implemented in those services for which it was not previously possible. With the advent of smart phones, it is possible to implement more complex loyalty programs in bars. For all loyalty programs, no matter what the service is, there is a question about its efficiency. In the academic circles there is an ongoing debate for loyalty programs, questioning their efficiency and are they just another way of making the brand stronger. Emerging question is how to measure efficiency of loyalty programs. In this paper efficiency was measured through service satisfaction in bars. One of the main goals was to investigate connections between loyalty programs and other defining factors for choosing a bar. Results show that the most important factor for choosing a bar is the courtesy of waiters, while existence of loyalty programs means the least. Another part of this paper was to find how much people are informed with the loyalty programs in bars. Results show that the majority of respondents ware in the unknown, but a possible problem was identified in the findings, suggesting that the communication between bars and its customers were poor. With the help of a theoretical frame a research was constructed to test some hypothesis about the quality of a loyalty program. Results show that in order to implement an efficient loyalty program, bars should have well educated waiters, ready to help the costumer about any problem with the loyalty program.

• Keywords: programi lojalnosti; barovi; lojalnost; uĉinkovitost; zadovoljstvo
• Keywords (english): loyalty programs; bars; loyalty; efficiency; satisfaction
• Language: croatian
• URN:NBN: urn:nbn:hr:148:903462
• 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: 2016-12-15 09:49:27