Uloga karakteristika mobilnih aplikacija u izgradnji lojalnosti marki

graduate thesis

• Title (english): The role of mobile application characteristics in building brand loyalty
• Author: Sebastijan Gradinščak
• Mentor: Tanja Komarac (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-04-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Današnji potrošači imaju sve veća i veća očekivanja od proizvoda i usluga. S druge strane, zbog zasićenja tržišta istim ili sličnim proizvodima i uslugama, poduzeća se trebaju okrenuti stvaranju boljeg odnosa s potrošačima kroz poticanje lojalnosti. Budući da je lojalnost potrošača kompleksan pojam (i konstrukt) na koju utječu mnogobrojni čimbenici, bitno je otkriti koji čimbenici utječu na lojalnost. U tome veliku ulogu ima i razvoj tehnologija, posebno mobilne tehnologije i mobilnih uređaja, te razvoj mobilnih aplikacija za lojalnost. Cilj diplomskog rada je istražiti ulogu karakteristika mobilnih aplikacija u izgradnji lojalnosti marki na području Republike Hrvatske. U svrhu ostvarivanja cilja rada, provedeno je jednokratno empirijsko istraživanje na namjernom uzorku od 265 ispitanika. Osnovni alat istraživanja je anketni upitnik u digitalnom obliku kreiran pomoću Google obrasci. Rezultati istraživanja su otkrili kako su karakteristike mobilnih aplikacija za lojalnost poput složenosti, konzistentnosti i sveobuhvatnosti, učinkovitosti, jednostavnosti korištenja vrlo bitne u kontinuiranoj uporabi kod potrošača. S druge strane istraživanje je pokazalo kako potrošači ove aplikacije ne smatraju važnijima u odnosu na ostale aplikacije mobilne aplikacije. Navedeno upućuje na zaključak kako mobilne aplikacije za lojalnost služe isključivo kao alat ostvarivanja pogodnosti bez prevelikog emocionalnog vezanja od strane potrošača. Rezultati istraživanja su indikativni, te se ne mogu generalizirati. Daljnja istraživanja se mogu usmjeriti na istraživanje dodatnih razloga korištenja takvih aplikacija i postojanje dodatnih drugih karakteristike koje imaju ulogu u izgradnji lojalnosti potrošača marki.

Abstract (english)

Today's consumers have higher and higher expectations from products and services. On the other hand, due to market saturation with the same or similar products and services, companies should turn to creating a better relationship with consumers by encouraging loyalty. Since consumer loyalty is a complex concept (and construct) that is influenced by numerous factors, it is important to find out which factors influence loyalty. The development of technologies, especially mobile technology and mobile devices, and the development of mobile applications for loyalty play a big role in this. The aim of the thesis is to investigate the role of the characteristics of mobile applications in building brand loyalty in the Republic of Croatia. In order to achieve the goal of the work, onetime empirical research was conducted on a convenience sample of 265 respondents. The research instrument was survey questionnaire in digital form created using Google Forms. The results of the research revealed that the characteristics of loyalty mobile applications such as complexity, consistency and comprehensiveness, efficiency, ease of use, are very important in continuous use by consumers. On the other hand, research has shown that consumers do not consider these applications to be more important than other mobile applications. The above leads to the conclusion that loyalty mobile applications serve exclusively as a tool for achieving benefits without excessive emotional attachment on the part of consumers. The research results are indicative and cannot be generalized. Further research can be focused on investigating additional reasons for using such applications and the existence of additional other characteristics that play a role in building consumer brand loyalty.

• Keywords: lojalnost; mobilne aplikacije za lojalnost; karakteristike mobilnih aplikacija za lojalnost; lojalnost potrošača
• Keywords (english): loyalty; mobile applications for loyalty; characteristics of mobile applications for loyalty; consumer loyalty
• Language: croatian
• URN:NBN: urn:nbn:hr:148:831052
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-04-18 12:49:37