Uloga motiva kupnje i privlačnosti platforme kod zadovoljstva korisnika prilikom online kupovine hrane

master's thesis

• Title (english): The role of purchase motives and platform attractiveness in customer satisfaction when purchasing food online
• Author: Hrvoje Sučić
• Mentor: Sandra Horvat (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Morana Fudurić (član povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-07-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Outsourcing u dostavi hrani i restoranskom poslovanju je doživio široko prihvaćanje kako među vlasnicima restorana, tako i kod potrošača. Restorani prvenstveno prihvaćaju taj model zbog mogućnosti realizacije dodatnog prihoda, šireg dosega korisnika i povećanje baze kupaca, odnosno većeg prihoda bez povećanja kapaciteta restorana. Nasuprot tome, praktičnost kupovine je, uz uštedu vremena koja omogućuje preusmjeravanje raspoloživog vremena na druge aktivnosti, postala primarni motiv sklonosti kupaca kupnji putem interneta.
Cilj diplomskog rada je istražiti istražiti ulogu motiva kupnje i obilježja atraktivnosti platforme kod zadovoljstva korisnika prilikom online kupovine hrane na području Republike Hrvatske. U svrhu ostvarivanja rada, provedeno je jednokratno kvantitativno istraživanje. Osnovni instrument istraživanja je bio strukturirani anketni upitnik oblikovan u Google Forms obrascu, a samo istraživanje je provedeno na prigodnom namjernom uzorku od 110 ispitanika. Uvjet da se pristupi anketnom istraživanju je bio da su ispitanici bili korisnici platformi za naručivanje hrane u zadnjih 6 mjeseci.
Kada su u pitanju motivi za kupnju hrane putem online platformi, rezultati istraživanja pokazuju da su širok izbor hrane, brza dostava, širok izbor restorana, mogućnost obavljanja drugog posla i oslobođenje od obveze kuhanja bitni motivi u odluci potrošača. S druge strane, kada su u pitanju elementi privlačnosti pojedine platforme ispitanici su kao najbitnije istaknuli jednostavnost naručivanja, više opcija plaćanja, posebne ponude i popusti, recenzije kvalitete hrane restorana, dostupnost određene hrane, praćenje dostave i mogućnost prilagodbe hrane. Na zadovoljstvo korisnika utječu dostava koja je stigla na točnu lokaciju, dostava stigla u predviđenom vremenskom roku, sigurnost i privatnost plaćanja, ostvaren popust, besplatna dostava, dostavljeni proizvod koji odgovara naručenom predstavlja i ljubaznost dostavljača.
Navedeno upućuje na to da platforme za naručivanje hrane moraju voditi računa o svima aspektima poslovanja jer su prema rezultatima važni korisnicima. Sve to treba rezultirati zadovoljstvom korisnika i atraktivnošću platformi kao dva temeljna preduvjeta za privlačenje novih korisnika, kao i izgradnju lojalnih korisnika. Rezultati istraživanja su indikativni, te se ne mogu generalizirati. Daljnja istraživanja se mogu usmjeriti na istraživanje dodatnih motiva i čimbenika koj utječu na odabir pojednih platformi.

Abstract (english)

Outsourcing in food delivery and restaurant business has been widely accepted among restaurant owners and consumers. Restaurants primarily embrace this model for the possibility of generating additional income, reaching a broader customer base, and increasing their customer pool without expanding their restaurant capacity. On the other hand, convenience in shopping, along with time savings that allow for redirecting available time to other activities, has become the primary motivator for consumers' inclination towards online food purchases.
The aim of this thesis is to explore the role of purchasing motives and platform attractiveness characteristics in customer satisfaction during online food shopping in the Republic of Croatia. To achieve this goal, one-time quantitative research was conducted. The main research instrument was a structured questionnaire designed in Google Forms, and the survey itself was conducted on a convenient purposive sample of 110 respondents. The condition for participating in the survey was that respondents had been users of food ordering platforms within the last 6 months.
Regarding the motives for purchasing food through online platforms, the research results indicate that a wide selection of food, fast delivery, a broad range of restaurants, the ability to multitask, and liberation from the obligation to cook are significant motivators in consumers' decision-making process. On the other hand, when it comes to the attractiveness elements of specific platforms, respondents emphasized the simplicity of ordering, multiple payment options, special offers and discounts, restaurant food quality reviews, food availability, delivery tracking, and food customization as the most important factors. Customer satisfaction is influenced by delivery to the correct location, delivery within the estimated time frame, secure and private payment, discounts, free delivery, receiving the ordered product, and the courtesy of the delivery person.
These findings indicate that food ordering platforms need to consider all aspects of their business as they are important to consumers according to the results. All these factors should result in customer satisfaction and platform attractiveness, which are two fundamental prerequisites for attracting new users and building customer loyalty. The research results are indicative and cannot be generalized. Further research can be directed towards exploring additional motives and factors influencing the selection of specific platforms.

• Keywords: motivi; motivi za naručivanje hrane putem online platforme; atraktivnost platformi za naručivanje hrane; zadovoljstvo korisnika
• Keywords (english): motives; motives for ordering food through online platforms; attractiveness of food ordering platforms; customer satisfaction
• Language: croatian
• URN:NBN: urn:nbn:hr:148:840521
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/specijalistica digitalnog marketinga (stručni/a specijalist/specijalistica digitalnog marketinga)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-07-18 07:44:42