Zadovoljstvo kupaca programima lojalnosti na maloprodajnom tržištu u Republici Hrvatskoj

master's thesis

• Title (english): Customer satisfaction with loyalty programs on the retail market in the Republic of Croatia
• Author: Vanessa Mikulčić
• Mentor: Miroslav Mandić (mentor)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Mirko Palić (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

Maloprodajno tržište, u današnjem globaliziranom svijetu, sve je više izloženo jakoj konkurenciji. Trgovci se u ovoj borbi sve više okreću programima lojalnosti koji za njih predstavljaju alat kojim žele zadržati postojeće, ali i privući nove kupce. Zadovoljni i lojalni kupci kupuju češće i u znatno većim količinama zbog čega trgovci žele upravo s njima izgraditi odnos koji će se temeljiti na zadovoljstvu i lojalnosti. Programi lojalnosti tako predstavljaju marketinške strategije kojima trgovci nagrađuju svoje kupce za njihovu lojalnost, ali služe i kao stimulacija kupcima da kupuju upravo u pojedinim trgovinama. Zbog svoje lojalnosti, takvi kupci izrazito su značajni trgovcima zbog čega je provedeno istraživanje o njihovom zadovoljstvu programima lojalnosti na maloprodajnom tržištu u Republici Hrvatskoj.
Cilj ovog diplomskog rada bio je istražiti jesu li kupci zadovoljni programima lojalnosti na maloprodajnom tržištu u Republici Hrvatskoj. Za potrebe istraživanja diplomskog rada, koristilo se opisno, kvantitativno istraživanje, a osnovni instrument istraživanja bio je anketni upitnik izrađen putem Google obrasca. Istraživanje se provelo na namjernom (prigodnom) uzorku od minimalno 100 korisnika programa lojalnosti. Upitnik je za potrebe rada bio prilagođen ljestvicama korištenim u sljedećim radovima: Arunmuhil i Arumugam (2013); Kang i sur (2015).

Abstract (english)

The retail market, in today's globalized world, is increasingly exposed to strong competition. In this struggle, retailers are increasingly turning to loyalty programs as a tool for retaining existing and attracting new customers. Satisfied and loyal customers buy more often and in significantly larger quantities, which is why retailers want to build a relationship with them that will be based on satisfaction and loyalty. Loyalty programs thus represent marketing strategies by which retailers reward their customers for their loyalty, but also stimulate customers to shop in certain stores. Because of their loyalty, such customers are extremely important to retailers, therefore a survey was conducted on their satisfaction with loyalty programs on the retail market in the Republic of Croatia.
The aim of this paper was to examine whether customers are satisfied with loyalty programs on the retail market in the Republic of Croatia. Descriptive, quantitative research was used for the research of the diploma thesis, and the basic research instrument was a survey questionnaire made through a Google form. The research was conducted on a deliberate (opportunity) sample of at least 100 loyalty program users. For the purposes of the work, the questionnaire was adapted to the scales used in the following works: Arunmuhil and Arumugam (2013); Kang et al. (2015).

• Keywords: programi lojalnosti; zadovoljstvo kupaca; maloprodajno tržište; lojalnost; zadovoljstvo
• Keywords (english): loyalty programs; customer satisfaction; retail market; loyalty; satisfaction
• Language: croatian
• URN:NBN: urn:nbn:hr:148:705875
• 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: 2023-07-07 08:55:56