Čimbenici lojalnosti kupaca u industriji restorana

master's thesis

• Title (english): Customer loyalty factors in the restaurant industry
• Author: Lana Forko
• Mentor: Miroslav Mandić (mentor)
• Committee member: Tihomir Vranešević (član povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-07-04, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Industrija restorana je velika industrija koja stalno raste i mijenja svoje trendove. Na takvom zasićenom konkurentom tržištu vlasnici restorana moraju stalno tražiti inovativne načine pomoću kojih će unaprijediti svoje poslovanje jer kupci imaju na raspolaganju mnoštvo različitih opcija. Na taj način može se poboljšati iskustvo kupaca, kupci će ponovno dolaziti i steći će se njihova lojalnost. U industriji restorana nije samo važno privući nove kupce, već je važno i zadržati postojeće. Cilj ovog diplomskog rada bio je istražiti čimbenike lojalnosti kupaca u industriji restorana. Istraživanje je provedeno na 135 ispitanika. Instrument istraživanja bio je anketni upitnik. Čimbenici koji su se ispitivali s ciljem utvrđivanja utjecaja na lojalnost su kvaliteta hrane, kvaliteta usluge, atmosfera u restoranu, cijena, zadovoljstvo kupaca, namjera ponovne kupnje, usmena predaja i povjerenje za različite vrste restorane. Vrste restorana za koje su se ispitivali čimbenici lojalnosti su restorani s lokalnim specijalitetima, riblji restorani, luksuzni restorani, restorani brze hrane, vegetarijanski restorani i internacionalni restorani. Rezultati istraživanja pokazali su da svi navedeni čimbenici imaju utjecaja na lojalnost kupaca u industriji restorana, ali ovisno o vrsti restorana važnost pojedinih čimbenika se blago razlikuje. Da bi ostali konkurentni, restorani moraju biti fokusirani i na čimbenike lojalnosti koji su kupcima najvažniji, ali i na one manje važe kako bi se dodatno istaknuli i jačali lojalnost svojih kupaca.

Abstract (english)

The restaurant industry is large industry that is constantly growing and changing trends. In such a saturated and competitive market, restaurant owners must constantly look for innovative ways to improve their business because there are many different options available to customers. In this way, customer experience can be improved, customer will visit the restaurant again and their loyalty will be gained. In restaurant industry it is not only important to attract new customers, but also to keep the existing ones. The aim of this thesis was to investigate factors of customer loyalty in restaurant industry. The research was conducted on 135 respondents. The research instrument was a questionnaire. Factors that were investigated to determine the impact on loyalty included food quality, service quality, restaurant atmosphere, price, customer satisfaction, repeat purchase intention, word-of-mouth and trust for different types of restaurants. The types of restaurants for which the loyalty factors were examined were restaurants with local food, seafood restaurants, fine dining restaurants, fast food restaurants, vegetarian restaurants and international restaurants. The research findings demonstrated that all the mentioned factors have an impact on customer loyalty in the restaurant industry, although the importance of specific factors varies slightly depending on the type of restaurant. To remain competitive, restaurants need to focus on the loyalty factors that are most important to their customers while also considering the less significant factors in order to further stand out and strengthen the loyalty of their customers.

• Keywords: lojalnost; industrija restorana; kupci; čimbenici lojalnosti; zadovoljstvo; namjera ponovne kupnje
• Keywords (english): loyalty; restaurant industry; customers; loyalty factors; satisfaction; repeat purchase intention
• Language: croatian
• URN:NBN: urn:nbn:hr:148:576087
• 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: Access restricted to students and staff of home institution
• Created on: 2023-07-04 20:41:09