Uloga korisničkih recenzija u procesu odabira restorana

master's thesis

• Title (english): The role of user reviews in the process of restaurant selection
• Author: Marko Vlašić
• Mentor: Sandra Horvat (mentor)
• Committee member: Vatroslav Škare (član povjerenstva)
• Committee member: Tanja Komarac (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

Restorani koji su zastupljeni na relevantnim platformama za recenzije i društvenim mrežama imaju priliku dosegnuti širu publiku i poboljšati svoj ugled zahvaljujući pozitivnim povratnim informacijama i korisničkim iskustvima. S obzirom na potencijal društvenih medija za generiranje recenzija i korisničkih iskustava, ključno je prepoznati koje platforme najviše utječu na izbor restorana. Danas jednostavan pristup Internetu putem mobilne tehnologije omogućuje potrošačima brzu pretragu informacija o proizvodima ili uslugama, a mnogi od njih i odabiru restoran pomoću društvenih mreža i tamo dostupnih recenzija. Ponekad i samim gledanjem objava hrane na društvenim mrežama, kupci dolaze u iskušenje da odu u restoran i kušaju hranu koja im se svidjela. Kako bi se ispitala uloga korisničkih recenzija na društvenim medijma pri odabiru restorana provedeno je empirijsko istraživanje na ukupno 110 ispitanika generacije Y i Z. Empirijsko istraživanje provedeno je primjenom metode ispitivanja putem anketnog upitnika, a rezultati istraživanja su potvrdili kako ocjenjivanje zvjezdicama služi kao praktičan način za potrošače da odluče hoće li izabrati restoran. Sve te informacije ne kontroliraju vlasnici i marketinški stručnjaci, već one u najvećoj mjeri ovise o iskustvu posjetitelja restorana koji su bili (ne)zadovoljni uslugom i proizvodima. Uz to, generacije Y i Z sklonije su čitanju i ostavljanju recenzija za restorane, koje je potom potrebno pratiti te aktivno raditi na poboljšanju kvalitete usluge i hrane.

Abstract (english)

Restaurants that are represented on relevant review platforms and social networks have the opportunity to reach a wider audience and improve their reputation thanks to positive feedback and customer experiences. Given the potential of social media to generate reviews and customer experiences, it is critical to recognize which platforms influence restaurant choice the most. Today, easy access to the Internet through mobile technology allows consumers to quickly search for information about products or services, and many of them choose a restaurant using social networks and reviews on social media. In order to examine the role of user reviews on social media when choosing a restaurant, an empirical study was conducted on a total of 110 respondents of Generation Y and Z. Empirical research was conducted using a survey method with a use of a questionnaire, and the research results confirmed that star rating serves as a practical way for consumers to decide whether to choose a restaurant. All this information is not controlled by the owners and marketing experts, but to greater extent depends on the previous visitors of the restaurant who were (dis)satisfied with the service and products. In addition, generations Y and Z are more inclined to read and leave reviews for restaurants, which then need to be followed up and actively worked to improve the quality of service and food.

• Keywords: korisničke recenzije; odabir restorana; kvaliteta hrane; usluga; atmosfera; online platforme; percepcija korisnika; generacije Y i Z; konkurencija na tržištu
• Keywords (english): user reviews; restaurant selection; food quality; service; atmosphere; online platforms; user perception; generations Y and Z; market competition
• Language: croatian
• URN:NBN: urn:nbn:hr:148:057272
• 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: 2024-10-02 11:14:45