Istraživanje zadovoljstva programima vjernosti u Hrvatskoj

master's thesis

• Title (english): Customer satisfaction with loyalty programs in Croatia
• Author: Maja Kumiša
• Mentor: Miroslav Mandić (mentor)
• Committee member: Mirko Palić (član povjerenstva)
• Committee member: Mladen Turuk (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2023-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

Vjernost kupaca je segment koji pridaje pažnju u poduzetničkom svijetu. Poduzeća se okreću uvođenju programa vjernosti u svome poslovanju. Programi vjernosti omogućavaju poduzeću da privuče i zadrži kupca. Veliki značaj na gospodarstvo zemlje ima poduzetništvo koje otvara nove vidike i poslovanje usmjeravaju na kupca. Programima vjernosti se stvara baza podataka kupaca te ona pomaže poduzeću da planira i realizira prodaju te ostvari dobre financijske rezultate. Rast i razvoj poduzeća bitan je kako bi se poduzeće što bolje prilagodilo zahtjevima kupaca današnjice. Programi vjernosti ostvaruju nešto što je teško ostvariti na današnjem tržištu, a to je zadovoljstvo kupaca. Zadovoljstvo kupaca treba biti osnovna svrha programa vjernosti, a njegovo uvođenje ima višestruku korist. Osim toga, cilj poduzeća je biti konkurentan na tržištu i pratiti trendove koji im se nameću. Poduzeća vide programe vjernosti kao ključ za uspjeh na tržištu. Implementacija programa vjernosti donosi mnoge prilike i mogućnosti za poduzeća u Hrvatskoj. Metodologija istraživanja temeljila se na prikupljanju primarnih izvora podataka, putem anketnog upitnika kao osnovni instrument istraživanja. Anketni upitnik je bio izrađen u obliku Google obrasca. Istraživanje se provelo na namjernom uzorku od 115 korisnika programa lojalnosti. Anketni upitnik bio je dostupan na društvenim mrežama i studentskim grupama. Rezultati istraživanja su pokazali kako je ispitanicima najvažniji razlog ulaska u programe vjernosti popusti prilikom kupnje. Isto tako, rezultati istraživanja su pokazali kako ispitanici najradije biraju izravan popust prilikom kupnje kao vrstu nagrade. Došlo se do zaključka kako programi vjernosti potiču na kupnju i imaju mala ograničenja u korištenju pogodnosti. Prema rezultatima istraživanja, personalizirani pristup nije istaknut u programima vjernosti, a ispitanici vide financijsku pogodnost kao najvažniji segment u programu vjernosti.

Abstract (english)

Customer loyalty is a segment that attracts attention in the entrepreneurial world. Companies are turning to introducing loyalty programs in their business. Loyalty programs enable a company to attract and retain customers. Great importance for the country's economy is entrepreneurship, which opens up new perspectives and directs business to the customer. Loyalty programs create a database of customers and it helps the company to plan and realize sales and achieve good financial results. The growth and development of the company is essential in order to better adapt the company to the demands of today's customers. Loyalty programs achieve something that is difficult to achieve in today's market, and that is customer satisfaction. Customer satisfaction should be the primary purpose of a loyalty program, and its introduction has multiple benefits. In addition, the company's goal is to be competitive on the market and follow the trends that are imposed on them. Enterprises see loyalty programs as the key to success in the marketplace. The implementation of the loyalty program brings many opportunities and possibilities for companies in Croatia.The research methodology was based on the collection of primary data sources, through a survey questionnaire as the basic research instrument. The survey questionnaire was created in the form of a Google form. The research was conducted on a deliberate sample of at 115 loyalty program users. The survey questionnaire was available on social networks and student groups. The results of the research showed that the most important reason for respondents to enter loyalty programs is discounts when purchasing. Likewise, the research results showed that respondents prefer to choose a direct discount when purchasing as a type of reward. It was concluded that loyalty programs encourage purchases and have little restrictions on the use of benefits. According to the research results, the personalized approach is not prominent in loyalty programs, and the respondents see financial convenience as the most important segment in the loyalty program.

• Keywords: zadovoljstvo; program vjernosti; poduzetništvo; poduzeće
• Keywords (english): satisfaction; loyalty program; entrepreneurship; enterprise
• Language: croatian
• URN:NBN: urn:nbn:hr:148:219507
• Study programme: Title: Economics of Entrepreneurship; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni specijalist/specijalistica poduzetništva (stručni specijalist/specijalistica poduzetništva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-09-26 12:35:55