Zadovoljstvo korisnika uslugama internetskog prijenosa glazbe u RH

master's thesis

• Title (english): User Satisfaction with Music Streaming Services in the Republic of Croatia
• Author: Kristian Ognjenović
• Mentor: Miroslav Mandić (mentor)
• Committee member: Tihomir Vranešević (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Digitalna transformacija u zadnjih 30 godina unijela je disruptivne promjene u mnoge industrije, pa tako i glazbenu. Živimo u suvremenom digitalnom dobu i usluge internetskog prijenosa glazbe postale su ključni element poslovnog plana za sve sudionike u glazbenoj industriji jer su svojom praktičnošću, raznolikošću sadržaja i personaliziranom pristupu korisniku u potpunosti promijenile način na koji ljudi konzumiraju glazbu. Upravo zato je razumijevanje zadovoljstva korisnika ovakvim uslugama od ključne važnosti za razvoj industrije i prilagodbu na zahtjeve tržišta.
U ovom diplomskom radu istraživalo se zadovoljstvo korisnika usluga internetskog prijenosa glazbe u Hrvatskoj kroz analizu čimbenika koji utječu na korisničko iskustvo i zadovoljstvo pruženim uslugama. Istraživanje je provedeno anketnim upitnikom na ukupnom uzorku od 128 korisnika. Rezultati istraživanja pružaju uvid u ključne elemente koji oblikuju korisničko iskustvo na platformama za internetski prijenos glazbe, te nude smjernice za poboljšanje takvih usluga i povećanje zadovoljstva korisnika. Iz provedenog istraživanja dolazi se do zaključka da su korisnici generalno zadovoljni uslugom internetskog prijenosa glazbe. Najbolje ocijenjen aspekt je praktičnost i dizajn, a najmanju ocjenu postigla je cijena usluge. Također, zaključuje se da su svi ispitivani čimbenici usluge pozitivno povezani sa sveukupnim zadovoljstvom korisnika, te da je Spotify najkorišteniji pružatelj takve usluge.

Abstract (english)

Digital transformation in the last 30 years has brought disruptive changes to many industries, including music. We live in the modern digital age and online music streaming services are a key element of the business plan for all participants in the music industry, as they have completely changed the way people consume music with their convenience, variety of content and personalized approach to the user. This is precisely why understanding user satisfaction with these types of services is of key importance for the development of the industry and the adaption to market requirements.
This thesis examined the satisfaction of users of music streaming services in Croatia through the analysis of factors that influence user experience and satisfaction with the services provided. The research was conducted with a questionnaire on the total sample of 128 users. The research results provide insight into the key elements that shape the user experience on online music streaming platforms and offer guidelines for improving such services and increasing user satisfaction. From the conducted research, the conclusion is reached that users are generally satisfied with the Internet music streaming service. The best rated aspect is practicality and design, and the lowest rating was the price of service. Also, it is concluded that all examined service factors are positively related to overall user satisfaction, and that Spotify is the most used provider of such a service.

• Keywords: zadovoljstvo korisnika; usluge internetskog prijenosa; glazba; Republika Hrvatska
• Keywords (english): user satisfaction; streaming services; music; Republic of Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:617646
• 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: Access restricted to authenticated users
• Created on: 2024-09-30 16:14:59