Uloga kvalitete usluge maloprodavača u procesu stvaranja zadovoljstva i lojalnosti potrošača

master's thesis

• Title (english): The role of retail service quality in creating customer satisfaction
• Author: Klara Pranjić
• Mentor: Ivan Kovač (mentor)
• Committee member: Sanda Soucie (član povjerenstva)
• Committee member: Mirko Palić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2025-02-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Danas je više nego ikada prije važno da trgovci ispune očekivanja potrošača budući da je tržište
globalizirano i visoko konkurentno. Upravo iz tog razloga, mnogi faktori danas utječu na
percepciju potrošača kada procjenjuju kvalitetu usluge koju im pruža određeni trgovac. Štoviše,
očekivanja samih potrošača su sve veća i veća, a konkurencija na tržištu, to jest mogućnosti za
kupovinu je sve više i više.
Glavni cilj ovog rada jest istaknuti važnost pružanja što kvalitetnije maloprodajne usluge
odnosno važnost građenja takve poslovne kulture u trgovinskom poduzeću u kojoj će se
njegovati kontinuirano unaprjeđenje kvalitete poslovanja s potrošačima u fokusu, gdje se
potrošač i odnos prema potrošaču promatraju kao izvor dodane vrijednosti i konkurentske
prednosti iz koje proizlazi lojalnost kao poželjan segment poslovanja svakog poduzeća.
U svrhu utvrđivanja percepcije potrošača o utjecaju kvalitete usluge na njihovo zadovoljstvo i
lojalnost, provedeno je empirijsko istraživanje metodom anketnih upitnika. Rezultati
provedenog istraživanja pokazali su kako je čak 75,7% ispitanika spremno zamijeniti
prodavaonicu u kojoj su doživjeli loše iskustvo novom prodavaonicom. Svega 23,7% ispitanika
u potpunosti je zadovoljno kvalitetom usluge u prodavaonici koju najčešće posjećuju.
Prema tomu, od velike je važnosti za maloprodavače da ulože dodatne napore u razvijanje
kvalitete usluga koje pružaju kako bi potencijalno povećali stupanj zadovoljstva i odanosti
svojih kupaca. Ovaj rad, dakle ima za cilj podizanje svijesti o važnosti pružanja što kvalitetnijeg
iskustva kupnje, što se u konačnici odražava na poslovne rezultate trgovca.

Abstract (english)

Today, more than ever, it is crucial for retailers to meet consumer expectations as the market
has become both globalized and highly competitive. As a result, numerous factors now
influence how consumers perceive the quality of service they receive from a retailer.
Furthermore, consumer expectations are constantly rising, and the number of shopping options
available continues to grow.
The primary aim of this paper is to emphasize the importance of delivering high-quality retail
service and building a company culture that continually focuses on improving service standards,
with the customer at the center of all business efforts. In this context, the customer and the
relationship with them are seen as a source of added value and a competitive advantage, leading
to loyalty—an essential aspect for the success of any business.
To assess consumers’ perceptions of how service quality impacts their satisfaction and loyalty,
an empirical study was conducted using a questionnaire survey. The results showed that 75.7%
of respondents would switch stores after having a bad experience, while only 23.7% of
respondents were completely satisfied with the service quality at the store they visit most often.
Therefore, it is of great importance for retailers to invest extra effort into enhancing the quality
of their services in order to increase customer satisfaction and loyalty. This paper aims to raise
awareness of the importance of delivering a high-quality shopping experience, which ultimately
reflects on the retailer’s business performance.

• Keywords: kvaliteta usluge; maloprodaja; zadovoljstvo potrošača; lojalnost potrošača
• Keywords (english): service quality; retail; customer satisfaction; customer loyalty
• Language: croatian
• URN:NBN: urn:nbn:hr:148:795569
• 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: 2025-02-26 10:53:42