Usporedba zadovoljstva korištenja digitalnih novčanika u Španjolskoj i Hrvatskoj

master's thesis

• Title (english): Comparison of satisfaction of using digital wallets in Spain and Croatia
• Author: Patricija Vrhovski
• Mentor: Miroslav Mandić (mentor)
• Committee member: Irena Pandža Bajs (član povjerenstva)
• Committee member: Tihomir Vranešević (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Ubrzani razvoj tehnologije doveo je do povećanja korištenja digitalnih metoda plaćanja i pojednostavio obavljanje transakcija te samim time korištenje digitalnih novčanika na godišnjoj razini raste, dok se korištenje gotovine i kreditnih kartica značajno smanjuje. Kako bi shvatili suštinu korištenja digitalnih novčanika, bitno je shvatiti koji čimbenici i na koji način utječu na zadovoljstvo koje donose korisnicima. Razumijevanje čimbenika zadovoljstva daje uvid koje čimbenike korisnici smatraju najznačajnijim na različitim tržištima kako bi se određene varijable mogle promijeniti i prilagoditi tržištu. Cilj ovog diplomskog rada bio je istražiti i usporediti zadovoljstvo korištenja digitalnih novčanika u Španjolskoj i Hrvatskoj kako bi se utvrdile razlike u čimbenicima zadovoljstva na različitim tržištima. Za potrebe istraživanja diplomskog rada koristilo se opisno, kvantitativno istraživanje, a instrument istraživanja bio je online anketni upitnik izrađen putem Google obrasca. Istraživanje se provelo na namjernom (prigodnom) uzorku na minimalno 100 korisnika digitalnih novčanika u Hrvatskoj i minimalno 100 korisnika digitalnih novčanika u Španjolskoj. Istraživanje zadovoljstva bilo je provedeno Po uzoru na autore Bagla i Sancheti (2018) koji u svom radu navode da su razlozi za korištenje digitalnih novčanika brzina transakcija, široka prihvatljivost, jednostavno korisničko sučelje te eliminacija potrebe za gotovinom. S druge strane, percipirani rizik, koji podrazumijeva povjerenje korisnika prema transakciji i sigurnost osobnih podataka, ima ključan utjecaj na zadovoljstvo korištenja digitalnih novčanika (Budiarani i sur., 2021). Lubaba i sur. (2022) zaključili su da kvaliteta iskustva poboljšava imidž i zadovoljstvo marke što posljedično ima utjecaj na lojalnost, a od izuzetne je važnosti dugoročna održivost digitalnih novčanika u pogledu dosljednosti u pružanju usluga kako bi se eliminirale moguće pritužbe na njihovo korištenje.

Abstract (english)

The accelerated development of technology has led to an increase in the use of digital payment methods and simplified transaction processes, thus resulting in a growing annual usage of digital wallets, while the use of cash and credit cards has significantly decreased. To understand the essence of using digital wallets, it is crucial to comprehend the factors and the manner in which they influence user satisfaction. Understanding the satisfaction factors provides insights into which elements users consider most significant in different markets, allowing for the adjustment of specific variables to cater to each market. The aim of this master's thesis was to explore and compare user satisfaction with the use of digital wallets in Spain and Croatia to identify differences in satisfaction factors across different markets. For the purposes of this research, a descriptive quantitative study was conducted, using an online survey questionnaire created through Google Forms. The research was carried out on a purposive (convenient) sample of at least 100 digital wallet users in Croatia and a minimum of 100 digital wallet users in Spain. The satisfaction research was conducted following the approach of Bagla and Sancheti (2018), who in their work identified the reasons for using digital wallets as transaction speed, broad acceptance, user-friendly interfaces, and the elimination of the need for cash. On the other hand, perceived risk, which encompasses users' trust in transactions and the security of personal data, has a crucial impact on satisfaction with the use of digital wallets (Budiarani et al., 2021). Lubaba et al. (2022) concluded that the quality of the user experience enhances brand image and satisfaction, subsequently influencing loyalty, with long-term sustainability of digital wallets being of paramount importance in terms of consistency in service provision to eliminate potential complaints about their use.

• Keywords: digitalni novčanik; zadovoljstvo korisnika; čimbenici zadovoljstva
• Keywords (english): digital wallet; user satisfaction; satisfaction factors
• Language: croatian
• URN:NBN: urn:nbn:hr:148:281578
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-10-01 19:44:32