Lojalnost potrošača trgovačkim centrima u Zagrebu

master's thesis

• Title (english): Consumer loyalty towards shopping centres in Zagreb
• Author: Marijana Bakula
• Mentor: Sanda Renko (mentor)
• Committee member: Kristina Petljak (predsjednik povjerenstva)
• Committee member: Ivana Štulec (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Lojalnost potrošača je ono čemu svako poduzeće teži. Imati zadovoljnog kupca u
uvjetima sve većeg broja konkurenata poduzećima predstavlja veliki izazov.
Unatrag deset godina pojavio se veliki broj trgovačkih centara u Republici Hrvatskoj,
a ponajviše u Zagrebu. Zbog njihovog velikog broja i konkurencije prisutne na
zagrebačkom tržištu trgovačkih centara, zanimljivo je istražiti i lojalnost potrošača tim
trgovačkim centrima.
Rad obuhvaća analizu tržišta trgovačkih centara u Zagrebu. Obuhvaćen je i pojam
lojalnosti potrošača, vrste potrošača s obzirom na lojalnost, povezanost zadovoljstva
i lojalnosti te način komunikacije trgovačkih centara s potrošačima.
Za lojalnost potrošača vrlo je važno kakve usluge trgovački centri nude potrošačima,
odnosno kvaliteta tih usluga. Usluge se manifestiraju kroz usluge parkinga, što veću
ponudu različitih brendova, organizirani prijevoz i lakoća dolaska do lokacije
određenog trgovačkog centra, i dr. Na temelju ovih a i drugih usluga koje trgovački
centri pružaju potrošačima istraženo je njihovo zadovoljstvo. Anketnim istraživanjem
utvrđeno je koje to karakteristike, odnosno usluge u trgovačkim centrima potrošači
smatraju poželjnima, te da li su zadovoljni trgovačkim centrom kojega oni najčešće
posjećuju. Kao rezultat zadovoljstva uslugama, utvrđeno je da li potrošači ponavljaju
kupovinu kod određenog trgovačkog centra, i da li ga preporučuju drugim
potrošačima u svom okruženju čime se može odrediti stupanj lojalnosti potrošača
nekom trgovačkom centru.

Abstract (english)

Consumer loyalty is what every company strives for. Having a satisfied customer in a
modern competitive environment is a major challenge.
In the last ten years, there has been a great increase in the number of shopping
centers in Croatia, especially in Zagreb. Because of so many shopping centers and
competition present on the market, it is possible to conduct an interesting research
on consumer loyalty.
This thesis includes market analysis of Zagreb shopping centers. Also, other terms
are covered, such as consumer loyalty, types of consumers when it comes to loyalty,
the connection between satisfaction and loyalty, and the way the shopping centers
communicate with the consumers.
To ensure consumer loyalty, it is very important what types of services exist, as well
as the quality of the services the centers offer to the consumers. That includes
parking services, the variety of different brands, organized transportation, ease of
access to the location of a certain shopping center, etc. Based on these and other
services the shopping centers offer, consumer satisfaction has been researched. A
survey was used to determine which characteristics and services the consumers
deem desirable, and whether they are satisfied with the shopping center they visit
most often. As a result of consumer (dis)satisfaction, it has been determined whether
the consumers revisit the shopping centers and if they recommend them to other
consumers in their area, which can be used to determine the level of consumer
loyalty to a certain shopping center.

• Keywords: trgovački centar; lojalnost potrošača; Zagreb
• Keywords (english): shopping center; consumer loyalty; Zagreb
• Language: croatian
• URN:NBN: urn:nbn:hr:148:490008
• 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: 2016-11-02 16:32:35