ZADOVOLJSTVO POTROŠAČA ONLINE MALOPRODAJOM NAKLADNIČKOG PODUZEĆA

master's thesis

• Title (english): CONSUMER SATISFACTION WITH ONLINE RETAIL CHANNEL OF A PUBLISHING COMPANY
• Author: Karla Kozina
• Mentor: Kristina Petljak (mentor)
• Committee member: Dora Naletina (predsjednik 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: 2020-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Predmet je istraživanja ovog diplomskog rada zadovoljstvo potrošača online maloprodajom, prikazano na primjeru nakladničkog poduzeća Naša djeca d.o.o. iz Zagreba. Online maloprodaja vrsta je e-trgovine, gdje kupci preko interneta kupuju usluge i proizvode izravno od proizvođača. Sve više poduzeća prenosi svoje poslovanje, djelomično ili u cijelosti, na online maloprodajni oblik jer su prepoznali prednosti takvoga načina poslovanja i prodaje. Zadovoljstvo kupnje očituje se u kvaliteti susreta potrošača s proizvodima i uslugama poduzeća, a ukupno zadovoljstvo potrošača zbroj je mnogih dodirnih točaka, kako offline, tako i online kanala – stoga maloprodajni trgovci moraju biti dosljedni u svim kanalima kako bi se osigurao kvalitetan doživljaj kupnje. Kod online kupnje potrošač je zadovoljan kad može brzo pronaći traženi proizvod, naručiti ga pod dobrim uvjetima, ima osiguranu brzu i pouzdanu isporuku te može otkloniti potencijalne poteškoće online kanalom. Nakladništvo je djelatnost izdavanja i distribuiranja tiskanih djela i ostale građe namijenjene javnosti, a podrazumijeva pribavljanje i odabir rukopisa, uređivanje, grafičko-likovno oblikovanje, tiskanje te promociju. Nakladničke kuće mogu se specijalizirati za određene vrste naslova te za određenu dob publike kojoj su ti naslovi namijenjeni. Odabrana nakladnička kuća Naša djeca d.o.o. izdavač je dječjih knjiga, ali u svom portfelju nudi i darovne knjige, čestitke te turističke vodiče i suvenire. U ovome radu analizirati će se nakladnička industrija u Republici Hrvatskoj, s naglaskom na izdavače dječjih naslova. Nadalje, prikazat će se kako je jedna nakladnička kuća koja pretežito posluje veleprodajno, postupno uvela i online maloprodaju u svoje poslovanje. Istaknut će se prednosti i nedostaci online maloprodaje s pozicije potrošača i što samo zadovoljstvo potrošača znači za taj tip poslovanja te kako ono utječe na njega. Za potrebe ovoga rada provedeno je istraživanje na uzorku potrošača dječjih naslova nakladničke kuće Naša djeca d.o.o. radi ispitivanja njihova zadovoljstva funkcioniranjem online maloprodajnog kanala. Rezultati istraživanja upućuju da su ispitanici zadovoljni jednostavnošću procesa kupnje na webshopu,te drugim bitnijim elementima kao što su cijene proizvoda, kvaliteta, brzina komunikacije poduzeća itd.

Abstract (english)

The subject of this thesis is consumer satisfaction with online retail, shown on the example of the publishing company Naša djeca doo from Zagreb. Online retail is a type of e-commerce, where customers buy services and products directly from manufacturers online. More and more employers are transferring their business, in part or in whole, to an online retail form because they see advantages of it. Consumer satisfaction is reflected in the quality of consumer encounters with the company's products and services. Overall customer satisfaction is the sum of many points of contact, both offline and online channels - therefore retailers need to be consistent across all channels to ensure quality consumer experience. When it comes to online shopping, a satisfied consumer quickly finds what he or she is looking for, has good ordering conditions, gets delivery quickly and is able to fix potential problems through online channels if needed. Publishing is the activity by which one publishes a book for the public to use, and includes the acquisition as well as manuscripts, editing, graphic design, organization of printing, and promotional activities. Publishers may specialize depending on the product they publish. The selected publishing house Naša djeca specializes primarily in publishing children's books, but also other merchandise such as tourist guides, gift books or greeting cards. This thesis will present the publishing industry in the Republic of Croatia, especially publishers of children's titles. It will be shown how a publishing house, which mainly operates wholesale, introduced online retail into its business. Both advantages and disadvantages of online retail from the standpoint of the consumer will be pointed out as well as the meaning of consumer satisfaction and its affects on this specific type of business. For the purposes of this theses, a survey is conducted on a sample of customer of children’s books/titles of the Naša Djeca publishing house. It’s aim is to examine their satisfaction with the services of the online retail channel. The results of the research point to the examination of satisfied simple purchasing processes on the site, and other important elements such as product prices, quality, speed of communication companies, etc.

• Keywords: zadovoljstvo; potrošači; online maloprodaja; nakladničko poduzeće
• Keywords (english): satisfaction; consumer; online retail; publishing company
• Language: croatian
• URN:NBN: urn:nbn:hr:148:126000
• Study programme: Title: Economics; Study programme type: university; Study level: integrated undergraduate and 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: 2020-09-18 10:57:50