Važnost svekanalnog pristupa u upravljanju korisničkim iskustvom

master's thesis

• Title (english): The importance of omnichannel approach in managing customer experience
• Author: Laura Arcella
• Mentor: Miroslav Mandić (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Tihomir Vranešević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Svekanalni pristup temelji se na ideji integracije svih kanala koje poduzeće koristi u svom
poslovanju, u svrhu pružanja kohezivnog i besprijekornog korisničkog iskustva. Osnovni cilj
ovog diplomskog rada bio je istražiti važnost svekanalnog pristupa u upravljanju korisničkim
iskustvom. Eksplorativno istraživanje obuhvatilo je četiri stručnjaka koji su, putem
polustrukturiranog intervjua, podijelili vlastito viđenje o tome na koji način poduzeća u kojima
su zaposleni primjenjuju svekanalni pristup. U intervjuu stručnjaci govore o izazovima,
ključnim pokazateljima uspješnosti te planovima za budućnost. Premda su poduzeća još uvijek
mahom na začetku provođenja svekanalne strategije, ispitanici se slažu kako su koraci prema
integraciji kanala nužni kako bi što bolje zadovoljili potrebe današnjih korisnika. Dobivene
informacije mogu biti od velike pomoći poduzećima koja razmatraju razvoj vlastite svekanalne
strategije.
Opisnim istraživanjem željelo se istražiti što korisnici očekuju od ovog pristupa, kako bi se
pomoglo praktičarima u identificiranju najpoželjnijih iskustava u svekanalnom okruženju.
Konkretno, anketnim upitnikom željela se istražiti percepcija korisnika o važnosti odabranih
dimenzija svekanalne integracije te ispitati mišljenje korisnika o poželjnosti specifičnih
svekanalnih aktivnosti poduzeća unutar svake od tih dimenzija. Rezultati pokazuju kako je
korisnicima najbitnija dimenzija integrirana korisnička usluga, a najpoželjnije svekanalne
aktivnosti redom uključuju: (1) mogućnost dostave proizvoda naručenih putem interneta na
kućni prag; (2) mogućnost vraćanja, popravka ili zamjene proizvoda kupljenih putem internet
trgovine u fizičku trgovinu; (3) mogućnost provjere stanja zaliha u fizičkoj trgovini putem
internetske stranice; (4) pružanje jednake razine korisničke usluge putem svih kanala; te (5)
mogućnost pronalaska adrese i kontaktnih informacija fizičke trgovine na internet stranici
poduzeća. Također, prema rezultatima anketnog upitnika, svekanalni pristup ima snažniji
utjecaj na kognitivnu komponentu korisničkog iskustva u odnosu na afektivnu.

Abstract (english)

The omnichannel approach is based on the idea of integrating all the channels that a company
uses in its business in order to provide a seamless and cohesive customer experience. The main
goal of this thesis was to explore the importance of the omnichannel approach in managing
customer experience. The exploratory research included four experts who, through a semistructured interview, shared their own views on how the companies in which they are employed
apply the omnichannel approach. In the interview, the experts talk about challenges, key
performance indicators and plans for the future. Although companies are still largely at the
beginning of implementing the omnichannel strategy, respondents agree that steps towards
channel integration are necessary in order to better meet the needs of today’s customers. The
information obtained can be of great help to companies considering developing their own
omnichannel strategy.
The descriptive research explores what customers expect from this kind of approach in order to
help practitioners identify the most desirable experiences in an omnichannel environment.
Specifically, the survey explores customers' perception of the importance of selected
dimensions of channel integration and examines customers' desirability of specific omnichannel
company activities within each of these dimensions. The results show that the most important
dimension for customers is an integrated customer service, and the most desirable omnichannel
activities by order of importance include: (1) the possibility of delivering products ordered via
the Internet to the doorstep; (2) the possibility of returning, repairing or replacing products
purchased through the online store in a physical store; (3) the possibility of checking the stocks
in a physical store via a website; (4) providing the same level of customer service through all
channels; and (5) the ability to find the address and contact information of the physical store on
the company's website. Also, according to the results of the survey, the omnichannel approach
has a stronger impact on the cognitive component of the customer experience rather than
affective.

• Keywords: korisničko iskustvo; svekanalni pristup; integracija kanala
• Keywords (english): customer experience; omnichannel approach; channel integration
• Language: croatian
• URN:NBN: urn:nbn:hr:148:393554
• 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: 2021-09-29 10:56:26