Analiza lojalnosti kupaca prilikom online kupovine u modnoj industriji

master's thesis

• Title (english): Analysis of online shopping and customer loyality in the fashion industry
• Author: Martina Božičević
• Mentor: Kristina Petljak (mentor); MBZ: 303282
• Committee member: Kristina Petljak (predsjednik povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Committee member: Ivana Štulec (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2019-12-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

E-trgovina danas predstavlja jedan od najpopularnijih oblika kupovine proizvoda/usluga kod mlađe populacije. Kupac na jednostavan način bez odlaska u fizičku prodavaonicu koristeći Internet može obaviti kupovinu proizvoda/usluga koje će mu biti dostavljene na željenu adresu. Upravo zato što e-trgovina postaje sve važnija u poslovnom svijetu postavlja se pitanje kako razviti lojalnost potrošača prilikom online kupovine. Lojalnost se definira kao naklonjenost prema marki, može se manifestirati kao emocionalna povezanost s markom ili se može promatrati kao jednostavno redovito kupovanje određene marke. U fokusu rada je bila analiza lojalnosti kupaca prilikom online kupovine u modnoj industriji. S obzirom da tržište online prodaje odjeće ima niske ulazne barijere što je dovelo do rasta koji će se nastaviti. Važno je shvatiti koji čimbenici utječu na lojalnost korisnika i kako stvoriti bazu kupaca. U istraživanju u kojem je sudjelovalo 255 ispitanika većina navodi kako im je važna kvaliteta usluge, sigurnost i povjerenje u online prodavača te da će ih zadovoljstvo s ranije izvršenom kupnjom potaknuti da opet kupe kod istog online prodavača. Bez obzira na ispunjenje svih zahtjeva potrošača od strane online prodavača, potrošači će i dalje razmišljati o kupnji na drugom web mjestu kao što je vidljivo na primjerima Zare i Orsay-a koji su analizirani u radu. Temeljem rezultata istraživanja može se zaključiti kako e-lojalnost kupaca postoji u Hrvatskoj, ali analizirana poduzeća Zara i Orsay još uvijek nisu postigli e-lojalnost kupaca.

Abstract (english)

E-commerce today is one of the most popular forms of buying products/services in the younger population. By using the Internet, a buyer can easily purchase the products/services that are going to be delivered to a desired address without going to the physical store. Due to e-commerce becoming more important in the business world, a question arises about how to develop consumer loyalty when shopping online. Loyalty is defined as affection for a brand, it can manifest as an emotional attachment to a brand or it can be simply seen as buying a particular brand regularly. The focus of this paper is the analysis of customer loyalty when shopping online in the fashion industry. Given that the online apparel sales market has low entry barriers that has led to growth, it is easy to notice that the growth will continue. It is important to understand what factors affect customer loyalty and how to create a customer base. In a survey of 255 respondents, most said they held importance to the quality of the service, that they felt secure and confident in the online seller, and that satisfaction with their previous purchase would encourage them to buy from the same online seller again. Regardless of fulfilling all consumer requirements by online sellers, consumers will still contemplate on another site as seen in the examples of Zara and Orsay analysed in this paper. Based on the results of the research, it can be concluded that customer loyalty exists in Croatia, but the analyzed companies Zara and Orsay have not yet achieved customer e-loyalty.

• Keywords: online trgovina; lojalnost; tržište odjećom; kvaliteta usluge; zadovoljstvo uslugama
• Keywords (english): online store; loyalty; clothing market; quality of service; servuce satisfaction
• Language: croatian
• URN:NBN: urn:nbn:hr:148:620079
• 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: 2019-12-19 12:55:20