Usporedba zadovoljstva korisnika e-maloprodaje u odnosu na tradicionalnu maloprodaju na primjeru drogerija

master's thesis

• Title (english): Comparison of customer satisfaction between traditional retail and e-retailing: a case study of drugstores
• Author: Hana Barbir
• Mentor: Miroslav Mandić (mentor)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Tihomir Vranešević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U diplomskom se radu uspoređivalo zadovoljstvo korisnika e-maloprodaje drogerija i tradicionalne maloprodaje drogerija. S obzirom da se u moderno doba sve rapidno mijenja te je potrošače teže zadovoljiti, postoji potreba za izmjenom poslovanja i prilagođavanja strategije korisnikovim potrebama. U radu se istraživalo koji čimbenici utječu na zadovoljstvo korisnika e-maloprodajom, a koji utječu na zadovoljstvo tradicionalnom maloprodajom. S obzirom da je nekoliko radova objavljeno na sličnu temu, rezultati provedenog istraživanja dokazali su slične zaključke. Za potrebe diplomskog rada, čestice iz drugih istraživanja prilagođene su te izmijenjene kako bi se moglo istražiti zadovoljstvo na primjeru drogerija.
Upitnik je ispunilo 209 korisnika, od kojih je samo 42 ispunjavalo pitanja za e-maloprodaju drogerija. Iako se e-maloprodaja mijenja te sve više korisnika zbog ubrzanog načina života i manjka vremena prelazi na takav format kupovine, rezultati provedenog istraživanja pokazali su da je tradicionalna maloprodaja i dalje u prednosti te da se više korisnika odlučuje na takav način kupovine. Iako e-maloprodaja nudi razne popuste te praktičniji način kupovine, korisnici vole imati neposredan uvid u proizvode koji im omogućava bolje ukupno iskustvo i zadovoljstvo kupovine.

Abstract (english)

This thesis compares customer satisfaction between e-retailing and traditional retailing in the drugstore sector. Given the rapid changes in the modern era and the increasing difficulty in satisfying consumers, there is a need for business modifications and strategy adjustments to meet customer needs. The study investigates which factors influence customer satisfaction in e-retailing and which affect satisfaction in traditional retailing.
Several studies have been published on similar topics, and the results of this research have confirmed similar conclusions. For the purposes of this thesis, elements from other studies were adapted and modified to assess satisfaction specifically in the context of drugstores.
A total of 209 users completed the questionnaire, with only 42 respondents addressing e-retailing in drugstores. Despite the evolving nature of e-retailing and the increasing number of users switching to this format due to a fast-paced lifestyle and lack of time, the results showed that traditional retailing still has an advantage, with more users preferring this method of shopping. Although e-retailing offers various discounts and a more convenient shopping experience, customers appreciate the direct interaction with products, which provides a better overall shopping experience and satisfaction.

• Keywords: zadovoljstvo korisnika; e-maloprodaja; tradicionalna maloprodaja; drogerije
• Keywords (english): customer satisfaction; e-retailing; traditional retailing; drugstores
• Language: croatian
• URN:NBN: urn:nbn:hr:148:354037
• Study programme: Title: 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: 2024-09-26 07:10:32