Upravljanje lojalnošću kupaca putem digitaliziranih programa lojalnosti

master's thesis

• Title (english): Managing customer loyalty through digitalized loyalty programs
• Author: Dora Knez
• Mentor: Dubravka Sinčić Ćorić (mentor)
• Committee member: Dubravka Sinčić Ćorić (predsjednik povjerenstva)
• Committee member: Irena Pandža Bajs (član povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-03-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Digitalizacija programa lojalnosti jedan je od načina prilagodbe modernih poduzeća suvremenim tržišnim trendovima. Trend digitalizacije programa lojalnosti implicira maksimalnu orijentaciju na kupca i adaptaciju poslovanja u okviru prilagodbe digitalnim trendovima. Prodor digitalnih kanala u sve aspekte društvenog i poslovnog života je ostavio utjecaja na mnoge industrije. Štoviše, digitalna prisutnost je utjecala na prihvaćanje promjene paradigme poslovanja od strane mnogih industrija, ali i kupaca. Programi lojalnosti doprinose izgradnji i jačanju veza s kupcima, no postavlja se pitanje: U kojoj mjeri digitalni programi lojalnosti zadovoljavaju zahtjeve kupaca? Shodno tome, rad se bavi istraživanjem utjecaja digitalizacije programa lojalnosti na izgradnju dugoročnih odnosa s kupcima. Digitalno korisničko iskustvo, prelazak s fizičkih kartica lojalnosti na mobilne aplikacije i individualizirani pristup kupcima doprinijeli su boljem razumijevanju angažmana kupaca u digitalnoj eri. Zahvaljujući proaktivnosti i novim kanalima komunikacije, proces stvaranja vrijednosti za kupce je znatno pojednostavljen. Tehnologija, resursi i ljudi su nužni za pravilno upravljanje lojalnošću kupaca. Financijske performanse poduzeća u velikoj mjeri ovise o održavanju digitalnih programa lojalnosti atraktivnima. Baza odanih kupaca ima veću vrijednost nego privlačenje novih kupaca. Lojalan kupac je više od zadovoljnog kupca; lojalan kupac je poslovni partner.

Abstract (english)

Digitalization of loyalty programs is one of the ways of adapting modern companies to contemporary market trends. Digitalization of loyalty programs implies maximum customer orientation and business adaptation to digital trends. The emergence of digital channels in all aspects of social and business life has left an impact on many industries. Moreover, the digital presence has influenced the acceptance of the business paradigm change by many industries, as well as customers. Loyalty programs contribute to building and strengthening relationships with customers, but the question arises: To what extent do digital loyalty programs meet customer requirements? Consequently, the paper investigates the impact of digitalization of loyalty programs on building long-term relationships with customers. The digital user experience, the transition from physical loyalty cards to mobile applications and individualized approach to customers contributed to a better understanding of customer engagement in the digital era. Thanks to proactivity and new communication channels, the process of creating value for customers is significantly simplified. Technology, resources and people are necessary to properly manage customer loyalty. A company's financial performance largely depends on keeping digital loyalty programs attractive. Maintaining a loyal customer base is more valuable than attracting new customers. A loyal customer is more than a satisfied customer; a loyal customer is a business partner.

• Keywords: digitalni program lojalnosti; lojalnost kupaca; tehnologija; tržišni trendovi
• Keywords (english): digital loyalty program; customer loyalty; technology; market trends
• Language: croatian
• URN:NBN: urn:nbn:hr:148:237879
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-03-31 22:12:34