Lojalnost potrošača i percipirani troškovi promjene teleoperatera

master's thesis

• Title (english): Teleoperator consumer loyalty and perceived switching costs
• Author: Petar Sabolek
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Tanja Komarac (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: 2023-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Doprinos ovog rada je utvrđivanje lojalnosti potrošača i percipiranih troškove promjene teleoperatera. Provedenim istraživanjem došlo se do spoznaja o lojalnosti potrošača teleoperaterima te koji su percipirani troškovi promjene prisutni kod korisnika telekomunikacijskih usluga. Ova saznanja uvelike mogu poslužiti pružateljima telekomunikacijskih usluga pri određivanju marketinških strategija i aktivnosti. Lojalnost potrošača se većinom definira kao koncept bihevioralne lojalnosti i lojalnosti koja se temelji na stavu, gdje se bihevioralna lojalnost odnosi na učestalost korištenja i broj ponovljenih kupnji, a lojalnost temeljena na stavu, odnosi se na povezanost potrošača s markom, na osjećaje koje potrošač ima dok koristi uslugu ili proizvod i na spremnost potrošača na preporuku. Percipirani troškovi promjene se često poistovjećuju s financijskim troškom promjene ponuđača usluge ili proizvoda, ali se oni očituju i kao proceduralni, kao utrošak vremena i truda tokom promjene, i psihološki, kao emocionalni gubitak i gubitak odnosa nastalom promjenom. Istraživanje provedeno u ovom radu pokazalo je kako je kod potrošača prisutna i bihevioralna lojalnost i lojalnost temeljena na stavu, ali da su spremni promijeniti postojećeg teleoperatera ukoliko postanu svjesni konkurenta koji nudi bolju uslugu. Percipirani trošak promjene koji je najprisutniji kod potrošača je financijski, ali je i snažan utjecaj proceduralnog troška promjene. Najmanji utjecaj ima psihološki trošak promjene, što ukazuje na slabu povezanost potrošača sa teleoperaterom i mali utjecaj na donošenje odluke o promjeni.

Abstract (english)

The contribution of this paper is the determination of consumer loyalty and the perceived costs of switching teleoperators. Conducted research gave insights about consumer loyalty and which perceived costs were present with consumers of telecommunications market. These insights can greatly help telecommunication service providers in determining strategies and marketing activities. Consumer loyalty is mostly defined as the concept of behavioural loyalty and attitudinal loyalty, where behavioural loyalty refers to the frequency of use and the number of repeated purchases and attitudinal loyalty refers to the consumer's connection with the brand, the feelings the consumer has while using the service or product and the consumer's willingness to recommend. Perceived switching costs are often identified with the financial cost of changing service providers or products, but they are manifested both procedurally, as cost of time and effort during the change, and psychologically, as emotional loss and loss of relationships through change. The research conducted in this paper showed that consumers have both behavioural and attitudinal loyalty, but that they are ready to change the existing teleoperator if they become aware of a competitor that offers a better service. The perceived switching cost that is most present among consumers is financial, but there is also a strong influence of the procedural cost of change. The psychological cost of the change has the smallest impact, which indicates a weak connection between the consumer and the teleoperator and has little influence on the decision to change.

• Keywords: lojalnost potrošača; percipirani troškovi promjene trenutno korištene marke; telekomunikacijske usluge
• Keywords (english): consumer loyalty; perceived switching costs; telecommunications
• Language: croatian
• URN:NBN: urn:nbn:hr:148:536618
• 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: 2023-09-29 09:40:11