Istraživanje utjecaja kvalitete usluge i zadovoljstva na e-lojalnost kod online kupovine odjeće

master's thesis

• Title (english): Exploring the Impact of Service Quality and Satisfaction on e-Loyalty through Online Apparel Shopping
• Author: Dino Sakoman
• Mentor: Miroslav Mandić (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2019-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Kako u današnjem svijetu potrošači imaju velik izbor mjesta, fizičkih i digitalnih, na kojima mogu kupiti proizvode koje žele, poduzećima je sve teže osigurati i privući lojalne korisnike. Kupci imaju izbora kupiti određeni proizvod kod različitih poduzeća i zbog toga je prodavačima najvažnije stvoriti bazu lojalnih kupaca koji će iznova kupovati kod njih. Tržište online prodaje odjeće ima niske ulazne barijere i to je dovelo do zasićenosti, a zbog toga tržište raste već godinama, a rast će i dalje. Upravo zbog toga poduzećima je izrazito važno shvatiti koji faktori utječu na lojalnost korisnika i na koji način mogu privući potrošače, i što je još važnije, stvoriti bazu kupaca koji će biti stalni klijenti i besplatni ambasadori koji će širiti pozitivne informacije o proizvodima, uslugama i poduzeću. U ovom radu fokus je bio na kvaliteti usluga i zadovoljstvu korisnika. Cilj je bio istražiti kako te dvije varijable utječu na lojalnost kupaca kada kupuju odjeću online. Istraživanje je provedeno online anketnim upitnikom na namjernom prigodnom uzorku kupaca koji su barem u dva navrata kupili odjeću na istoj online platformi. Ispitanici su u upitniku izražavali svoje slaganje ili neslaganje s nizom tvrdnji koje su se odnosile na kvalitetu dobivene usluge, općenito zadovoljstvo kupnjom i lojalnost online trgovcu. Rezultati su pokazali kako su ispitanici u većini slučajeva dobili kvalitetnu uslugu i bili su zadovoljni kupnjom te kako smatraju da su lojalni online trgovcu. Unatoč tome, većina ispitanika ipak tvrdi da će kupovati i od drugih online trgovaca i neće se ograničavati samo na navedenog. Nakon provedene regresijske analize, opći zaključak je kako predstavljeni model ima pozitivan utjecaj na lojalnost korisnika.

Abstract (english)

Nowadays, there are various stores, both offline and online, where consumers can buy products from. For that reason, it is increasingly difficult for businesses to attract and retain loyal customers. Consumers can buy a particular product from different businesses, which is why it is paramount for retailers to create a loyal customer base that will repurchase their products. The online apparel market has low entry barriers and that has led to market saturation. This market has been growing for years, and it will continue to grow. This is why it is extremely important for businesses to understand which factors affect customer loyalty and how they can attract consumers, and more importantly, create a customer base that will be their free ambassadors who will spread positive word-of-mouth about products, services and business. In this paper, service quality and customer satisfaction were in the focus of research. The goal was to find out how these two variables affect customer loyalty in online apparel shopping. The survey was conducted using an online questionnaire on a sample of customers that purchased clothing from the same e-commerce store at least twice. In the questionnaire, the respondents expressed their agreement or disagreement with a number of claims regarding the quality of the service, overall satisfaction with the purchase and their loyalty to the online retailer. The results showed that in most cases the respondents received a quality service, they were satisfied with their purchase and that they considered themselves to be loyal to the online retailer. However, most respondents say they will still buy from other online retailers and they will not limit their choices to the listed e-retailer. After conducting the regression analysis, the general conclusion is that the model presented in this paper has a positive impact on customer loyalty.

• Keywords: zadovoljstvo korisnika; kvaliteta usluge; lojalnost; e-lojalnost; online trgovina
• Keywords (english): customer satisfaction; service quality; loyalty; e-loyalty; e-commerce
• Language: croatian
• URN:NBN: urn:nbn:hr:148:355949
• 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: Open access
• Created on: 2019-09-24 11:14:16