Title Zadovoljstvo potrošačkim iskustvom prilikom online kupovine Title (english) Satisfaction with customer experience during the online shopping Author Anja Tojagić Mentor Miroslav Mandić (mentor)Committee member Tihomir Vranešević (član povjerenstva)Committee member Sandra Horvat (član povjerenstva)Granter University of Zagreb Defense date and country 2024-04-19, Croatia Scientific / art field, SOCIAL SCIENCES Abstract U suvremenom digitalnom dobu, online kupovina postala je sastavni dio svakodnevnog života potrošača, nudeći praktičnost, pristupačnost i široku lepezu proizvoda i usluga. Utemeljeno na opsežnom pregledu literature i empirijskoj analizi, ovo istraživanje zadire u zamršenost zadovoljstva potrošača iskustvom online kupovine, fokusirajući se na osam ključnih elemenata potrošačkog iskustva: jednostavnost naplate, sigurnost, jednostavnost korištenja, ispunjenje narudžbe, informacije o proizvodima, odaziv službe za korisnike, jednostavnost povrata i mogućnost prilagodbe. Ispitivanjem ovih elemenata, studija nastoji razumjeti koji elementi kreiraju zadovoljstvo među online kupcima. Kroz sveobuhvatnu analizu postojeće literature, empirijskih istraživanja i anketa potrošača, cilj rada bio je pružiti vrijedne uvide poduzećima kako bi ista optimizirala svoje strategije potrošačkog iskustva u online maloprodajnom okruženju. Rezultati istraživanja pokazali su da kupci kao najvrijednije elemente potrošačkog iskustva u kreiranju zadovoljstva prilikom online kupovine ističu jednostavnost naplate, sigurnost i jednostavnost korištenja. Jednostavni procesi plaćanja, transparentno komuniciranje sigurnosnih značajki i intuitivno navigiranje online trgovinom predstavljaju minimum koji online poduzeća trebaju ponuditi svojim kupcima. Elementi ispunjenje narudžbe, informacije o proizvodima i odaziv službe za korisnike pozitivno djeluju na zadovoljstvo kupaca, ističući važnost pravovremene isporuke i donošenje informiranih odluka o kupnji u digitalnom okruženju. Jednostavnost povrata i mogućnost prilagodbe pokazali su se kao elementi koji kreiraju zadovoljstvo u kupaca, međutim, postoji puno prostora za poboljšanje ovih dviju dimenzija potrošačkog iskustva.
Razumijevanjem i bavljenjem potrebama i preferencijama kupaca u ovim ključnim dimenzijama, poduzeća mogu poboljšati svoju konkurentnost, potaknuti lojalnost kupaca i na kraju potaknuti održivi rast na digitalnom tržištu.
Abstract (english) Online shopping has become an integral part of consumer's daily lives, offering convenience, affordability and a wide variety of products and services. This master thesis presents a comprehensive investigation of the multifaced concept of customer satisfaction within the field of online shopping. Based on extensive literature review and empirical analysis, this research delves into the intricacies of consumer satisfaction with the online shopping experience, focusing on eight crucial elements of the consumer experience: ease of checking out, security, ease of use, order fufillment, product information, customer service, ease of return, and customization. By examining these elements, the study seeks to understand which of these elements contributes to creating satisfaction among online shoppers. Through a comprehensive analysis of existing literature, empirical research and consumer surveys, the aim of this paper was to provide valuable insights for companies to optimize their customer experience strategies in online retail environment. The results of the research showed that customers point out ease of checking out, security and ease of use as the most valuable elements of the consumer experience in creating satisfaction when shopping online. Simple payment processes, transparent communication of security features and intuitive navigation of the online store represent the minimum that online businesses should offer to their customers. The elements of order fulfillment, product information and customer service have a positive effect on customer satisfaction, highlighting the importance of timely delivery and making informed purchasing decisions in a digital environment. Ease of return and customization have proven to be elements that create customer satisfaction, however, there is a lot of room for improvement in these two dimensions of the consumer experience.
By understanding and addressing customer needs and preferences across these key dimensions, companies can improve their competitiveness, drive customer loyalty, and ultimately drive sustainable geowth in the digital marketplace.
Keywords
online kupovina
potrošačko iskustvo
zadovoljstvo kupaca
jednostavnost naplate
sigurnost
jednostavnost korištenja
ispunjenje narudžbe
informacije o proizvodima
služba za korisnike
jednostavnost povrata
mogućnost prilagodbe
online trgovina
digitalno tržište
poslovna strategija
Keywords (english)
online shopping
customer experience
customer satisfaction
ease of checking out
security
ease of use
order fulfillment
product information
customer service
ease of return
customization
E-commerce
digital marketplace
business strategy
Language croatian URN:NBN urn:nbn:hr:148:411680 Study programme Title: Business economics Type of resource Text File origin Born digital Access conditions Access restricted to authenticated users Terms of use Created on 2024-04-22 12:12:49
