Uloga i značenje emocionalne inteligencije u prodaji i pregovaranju na tržištu informatičkih usluga i poslovnih rješenja

master's thesis

• Title (english): The role and meaning of emotional intelligence in sales and negotiation in the market of it services and business solutions
• Author: Laura Šiško
• Mentor: Marija Tomašević-Lišanin (mentor)
• Committee member: Mirko Palić (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: 2023-06-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Emocionalna inteligencija je vještina efikasnog shvaćanja vlastitih emocija i emocija ljudi s kojima smo u interakciji. Nadalje emocionalna inteligencija omogućuje upravljanje vlastitim i emocijama osobe s kojima komuniciramo. Osobe s visoko razvijenom emocionalnom inteligencijom su efikasnije u razvijanu i očuvaju pozitivnih odnosa s drugim ljudima, donošenju odluka u trenutku te nošenju s visoko stresnim situacijama. Prodaja se definira kao čin prijenosa vlasništva, odnosno isporučivanje nekog dobra ili usluge po navedenoj ili unaprijed dogovorenoj cijeni kupcu u zamjenu za novčanu naknadu ili neki drugi resurs kupca. Pregovaranje je sastavni dio zaključivanja prodaje, posebice na tržištu poslovne potrošnje u kojemu obično kupac od prodavatelja traži nižu cijenu ili bolje uvijete nego što prodavatelj inicijalno nudi. Ako se strane uspješno oko toga dogovore, dolazi do kupovne transakcije. Provedenim istraživanjem u ovom diplomskom radu propitivala se povezanost samo-procijenjene emocionalne inteligencije s prodajno-pregovaračkim ponašanjem osoba zaduženih za prodaju i pregovaranje u IT sektoru na tržištu Republike Hrvatske. Rezultati provedenog istraživanja ukazali su na visoko (samo) procijenjene razine emocionalne inteligencije osoba zaposlenih u IT sektoru kao i to da su ispitanici neskloni korištenju neetičnih prodajno-pregovaračkih taktika.

Abstract (english)

Emotional intelligence is the ability to effectively understand one's own emotions and the emotions of the people we interact with. Furthermore, emotional intelligence makes it possible to manage our own emotions and those of the person we communicate with. People with highly developed emotional intelligence are more efficient in developing and maintaining positive relationships with other people, making decisions in the moment and dealing with highly stressful situations. Sale is defined as the act of transferring ownership, that is, delivering a good or service at a specified or pre-agreed price to the buyer in exchange for monetary compensation or some other resource of the buyer. Negotiation is an integral part of concluding a sale, especially in the business consumption market where the buyer usually asks the seller for a lower price or better terms than the seller initially offers. If the parties successfully agree on this, a purchase transaction takes place. The research conducted in this thesis examined the connection between self-assessed emotional intelligence and the sales and negotiation behavior of persons in charge of sales and negotiations in the IT sector on the market of the Republic of Croatia. The results of the conducted research indicated high (only) estimated levels of emotional intelligence of persons employed in the IT sector, as well as the fact that respondents are not inclined to use unethical sales and negotiation tactics.

• Keywords: emocionalna inteligencija; prodaja i pregovaranje; IT sektor; etika u prodaji i pregovaranju
• Keywords (english): emotional intelligence; sales and negotiation; IT sector; ethics in sales and negotiation
• Language: croatian
• URN:NBN: urn:nbn:hr:148:352635
• Study programme: Title: Business 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: Open access
• Created on: 2023-06-16 15:49:08