Upravljanje maloprodajnim kanalima u segmentu privatnih korisnika u telekomunikacijskoj industriji

master's thesis

• Title (english): Channel management in the residential customers segment in the telecommunications industry
• Author: Marin Gaćina
• Mentor: Maja Bašić (mentor); MBZ: 312982
• Committee member: Maja Bašić (predsjednik povjerenstva)
• Committee member: Sanda Renko (član povjerenstva)
• Committee member: Kristina Petljak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2019-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Upravljanje maloprodajnim kanalima u telekomunikacijskoj industriji je izuzetno važno i zahtjevno područje zbog specifičnosti ove industrije koja je pretpostavka i pokretač razvoja svih ostalih gospodarskih grana te društva u cjelini. U ovom radu analizirane su teorijske spoznaje i istraživanja koja su se bavila upravljanjem maloprodajnim kanalima u svijetu i u Republici Hrvatskoj. Na primjeru telekomunikacijskog poduzeća analizirane su sve vrste maloprodajnih kanala u segmentu privatnih korisnika te način donošenja i operativnog provođenja strategije upravljanja maloprodajnim kanalima. Rezultati su pokazali da se strategija upravljanja maloprodajnim kanalima provodi u skladu sa suvremenim znanstvenim spoznajama i preporukama stručnjaka za ovu industriju, a također i da poduzeće treba uložiti dodatne napore kako bi motiviralo i educiralo korisnike usluga za prelazak na digitalne kanale prodaje. Istraživanje preferencija kupaca o kanalima prodaje pokazalo je da unatoč trenutno manjoj zastupljenosti online kanala možemo očekivati dominaciju ovog kanala u budućnosti.

Abstract (english)

The management of retail channels in the telecommunications industry is an extremely important and demanding area because of the specificity of this industry, which is a prerequisite and driver for the development of all other branches of the society as a whole. This paper analyzes the theoretical insights and research involved in managing retail channels in the world and in Republic of Croatia. On the example of a telecommunication company, all types of retail channels in the segment of private customers are analyzed, as well as a way of adopting and operating a retail channel management strategy. The results showed that the retail channel management strategy is being implemented in line with current scientific knowledge and recommendations of industry experts, and also that the company needs to make additional efforts to motivate and educate customers to switch to digital sales channels. A survey of customer preferences about sales channels has shown that despite the currently lower online channel presence, we can expect this channel to dominate in the future.

• Keywords: Telekomunikacijska industrija; multikanalna prodaja; digitalizacija; prodavaonica; omnikanal
• Keywords (english): Telecommunication industry; multichannel; digitalization; shop; omnichannel
• Language: croatian
• URN:NBN: urn:nbn:hr:148:869128
• 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 authenticated users
• Created on: 2019-10-02 19:05:40