Percepcije menadžera o ulozi glazbe u marketingu usluga

master's thesis

• Title (english): Managers perception of the role of music in services marketing
• Author: Sanja Novak
• Mentor: Đurđana Ozretić Došen (mentor)
• Committee member: Vatroslav Škare (predsjednik povjerenstva)
• Committee member: Zoran Krupka (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Marketing usluga je područje od rastućeg značaja u tržišnom gospodarstvu, a specifična obilježja usluga u fokusu su brojnih istraživanja. Jedna od specifičnosti usluga je važnost utjecaja fizičkog okruženja na korisnike i zaposlenike uslužnih poduzeća. U fizičko okruženje uslužnih poduzeća ubraja se i pozadinska glazba. Pregledom već provedenih istraživanja, utvrđeno je da glazba kao dio fizičkog okruženja u uslužnim poduzećima utječe na korisnike i na zaposlenike uslužnih poduzeća. Zbog tih saznanja, važno je da marketinški menadžeri uslužnih poduzeća razumiju važnost pravilnog oblikovanja fizičkog okruženja, a time i odabira pozadinske glazbe.
Predmet diplomskog rada je istraživanje percepcija marketinških menadžera o ulozi pozadinske glazbe kao dijela fizičkog okruženja u marketingu usluga. Uz analizu dosadašnjih istraživanja utjecaja glazbe na korisnike i zaposlenike uslužnih poduzeća, cilj rada je istražiti u kojoj mjeri marketinški menadžeri hrvatskih uslužnih poduzeća smatraju važnim pravilan odabir glazbe te smatraju li važnim njezin utjecaj na ponašanje korisnika, efikasnost zaposlenika te u konačnici na uspješnost poslovanja.

Abstract (english)

Services marketing is an area of growing importance in the economy, and the specific characteristics of services are in the focus of numerous studies and researches. One of the specifics of the services is the importance of the impact of physical environment on customers and employees of service companies. The physical environment of service companies includes background music. By reviewing and analyzing previous researches it is found that music, as part of the physical environment, has a significant impact on the users and the employees of service companies. Because of these findings, it is important that the marketing managers of service companies understand the importance of proper design of the physical environment, and therefore the selection of background music.
The subject of this paper is the research of marketing managers’ perception of the role of the music as part of the physical environment in the services marketing. With an analysis of previous researches of the impact of music on customers and employees of service companies, this paper aims to explore to what extent marketing managers of Croatian service companies consider important the proper selection of background music. Also, the aim was to find out whether they consider important the impact of music on the customer behavior, employee effectiveness and business performance.

• Keywords: marketing usluga; fizičko okruženje u marketingu usluga; glazba; utjecaj glazbe u marketingu usluga
• Keywords (english): services marketing; physical environment in services marketing; music; the impact of music in services marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:148:852052
• 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: 2016-10-10 14:49:30