Istraživanje zadovoljstva kupaca internet trgovinom

graduate thesis

• Title (english): Investigating customer satisfaction of internet store
• Author: Lucija Matošević
• Mentor: Miroslav Mandić (mentor)
• Committee member: Miroslav Mandić (predsjednik povjerenstva)
• Committee member: Mladen Turuk (član povjerenstva)
• Committee member: Mirko Palić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2024-02-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

Svako poduzeće ima za cilj stvoriti zadovoljne kupce, a kako bi to ostvarili moraju kontinuirano raditi na razvoju međusobnih odnosa i stvaranju dugoročnih veza. Zadovoljan je kupac jedan korak bliže lojalnom kupcu, a razvoj lojalnih odnosa s kupcima jedna je od smjernica za ostvarivanje konkurentske prednosti. Na zadovoljstvu kupaca poduzeća moraju aktivno djelovati, sustavno metodama mjeriti zadovoljstvo svojih kupaca i utvrđivati čimbenike koji ih oblikuju. Navedene mjere pomažu poduzećima vidjeti kako su pozicionirani njihovi proizvodi i usluge na tržištu, a njihove akcije na zahtjeve kupaca pomažu u zadržavanju kupaca. Cilj istraživanja preko anketnog upitnika na prigodnom uzorku bio je ispitati jesu li i kojoj su mjeri uopće kupci zadovoljni s internet trgovinom specijaliziranom za prodaju odjeće u Republici Hrvatskoj, promotriti koji su čimbenici utjecali na zadovoljstvo kupaca u internet trgovini te utvrditi koje od pretpostavki povezanih s internet trgovinom su kupci smatrali točnima/netočnima. Rezultati istraživanja pokazali su kako je većina ispitanika ocijenila ukupno zadovoljstvo s kupnjom internet trgovini specijaliziranoj za prodaju odjeće vrlo dobrim iskustvom u posljednjih šest mjeseci. Dva najvažnija čimbenika koji su utjecali na zadovoljstvo kupaca u internet trgovini bili su siguran i jednostavan način plaćanja te kvaliteta proizvoda. Od pretpostavki s kojima su se ispitanici slagali prvenstveno su bili veći izbor proizvoda na internetu nego u fizičkoj poslovnici i dostava u dogovorenom roku. Pretpostavke s kojima se nisu slagali su niže cijene u internet trgovinama te jednostavnost vraćanja proizvoda. Nakon provedene analize, generalni je zaključak rada kako internet trgovina usprkos ponekim nedostacima uživa veliku popularnost s brojnim pogodnostima koje nudi kupcima.

Abstract (english)

Every company's goal is to create satisfied customers, and in order to achieve stated, they must continuously work on developing mutual relationships and creating long-term relationships. A satisfied customer is one step closer to a loyal customer, and the development of loyal relationships with customers is one of the guidelines for achieving a competitive advantage. Companies must actively work on customer satisfaction, systematically measuring their satisfaction and determining which factors shape it. The mentioned measures help companies to determine how their products and services are positioned in the market, and their actions regarding customer requests help them to retain customers. The aim of the research was through a survey questionnaire to investigate whether and to what extent customers are generally satisfied with an online store specialized in the clothing sale in Republic of Croatia, to observe which of the factors affected customer satisfaction in the online store and to determine which of the assumptions related to online stores customers considered to be true/false. The research results showed how the majority of examinees rated altogether satisfaction with the online stores specialized in the clothing sale as very good experience in the last six months. Two major factors which affected the customer satisfaction with Internet shopping were safe and easy payment method and product quality. Regarding assumptions with which examinees agreed primarily were more product choices on the Internet rather than in brick-and-mortar stores and delivery within time. Assumptions that they did not find true were how product prices on the Internet are not any lower than those in stores and the simplicity of returns of products. After the analysis, the general conclusion of the paper is how online shopping despite some shortcomings still enjoys high popularity with many benefits that it provides to their customers.

• Keywords: zadovoljstvo kupaca; suvremeno poduzetništvo; internet trgovina; tržište odjeće u Republici Hrvatskoj
• Keywords (english): customer satisfaction; modern entrepreneurship; online shopping; apparel market in Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:499373
• Study programme: Title: /; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-02-27 12:48:53