Usluge i lojalnost mladih prema prodavaonicama odjeće

master's thesis

• Title (english): Services and loyalty of young customers to the clothing stores
• Author: Matea Bašić
• Mentor: Sanda Renko (mentor)
• Committee member: Dario Dunković (predsjednik povjerenstva)
• Committee member: Kristina Petljak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Zadovoljstvo kupaca imperativ je za suvremeno uspješno poslovanje. Promjene na tržištu rezultirale su velikim porastom moći potrošača, što su mnogi maloprodavači prepoznali te prilagodili svoje poslovanje ispunjenu očekivanja potrošača. Sukladno navedenom, u ovom radu mjereno je zadovoljstvo mladih kupaca uslugama omiljenih prodavaonica te njihova lojalnost prodavaonicama. Izbor teme rezultat je osobne zainteresiranosti autorice. Cilj istraživanja je opisati i analizirati koncept zadovoljstva i lojalnosti kupaca i utvrditi zadovoljstvo i lojalnost kupaca na primjeru njihove omiljene prodavaonice. U teoretskom dijelu rada definirane su usluge u prodavaonicama, podjela tržišta odjeće za mlade te elementi zadovoljstva u kupovini mlađe populacije. U empirijskom dijelu rada provedena je anketa o zadovoljstvu i lojalnosti mladih kupaca omiljenoj prodavaonici te je utvrđeno da su mladi kupci zadovoljni i lojalni kupci.

Abstract (english)

Customer satisfaction is imperativ to a successful business. Market changes have resulted in consumers' enormous growth of power which was recognized by a lot of retailers who adapted their business to meeting those expectations. According to the above-mentioned, this work measures young customers satisfaction with the product offer of their favourite stores and their loyalty to stores. The choice of themes is the result of a personal interes of the author. The aim of the research is to describe and analyze the concept of customer satisfaction and loyalty on the example of their favourite stores. The theoretical part is defined services in the store, market division of clothing for young customers and elements of satisfaction for the younger customers. In the empirical part of work was conducted on the satisfaction and loyalty of young customers' favourite store and found that young customers satisfied and loyal customers.

• Keywords: kvaliteta usluge; zadovoljstvo kupaca; potrebe i želje; lojalnost mladih
• Keywords (english): service quality; customer satisfaction; needs and wishes; customer loyalty
• Language: croatian
• URN:NBN: urn:nbn:hr:148:466784
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-10-04 07:35:30