Istraživanje zadovoljstva kupaca internet trgovinom u malom i srednjem poduzetništvu

master's thesis

• Title (english): Investigating customer satisfaction of internet store in small and medium enterpreneurship
• Author: Anja Dimitriev
• Mentor: Miroslav Mandić (mentor); MBZ: 257553
• Committee member: Mirko Palić (predsjednik povjerenstva)
• Committee member: Mladen Turuk (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2020-07-07, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

U današnje vrijeme sve veća upotreba interneta rezultirala je sve većim primjenjivanjem u svim područjima, tako i u poslovnom okruženju malih i srednjih poduzeća zbog brzog usavršavanja i unapređenja zadovoljstva kupaca. U radu su prikazane karakteristike internet trgovine gdje su objašnjene povijesne odrednice internetskog poslovanja u Republici Hrvatskoj i svijetu, prednosti internet trgovine kao i nedostaci te mogući načini oglašavanja na internetu. Spominje se i sigurnost internet trgovine, načini plaćanja i koje su značajke bitne kako bi internet trgovina bila uspješna. Zadovoljstvo kupaca je bitan segment u poslovanju svakog poduzeća jer je zadovoljan i lojalan kupac bitan za uspješno poslovanje poduzeća. U tom kontekstu objašnjena je međuovisnost zadovoljstva i vrijednosti za kupce kao i razlozi za mjerenje zadovoljstva kupaca. Spominju se pristupi mjerenja zadovoljstva, teorije zadovoljstva kupaca i objašnjene su vrste kupaca, njihovo ponašanje i metode koje koriste poduzeća kako bi privukli potrošače na kupnju. U sklopu rada provedeno je istraživanje zadovoljstva kupaca internet trgovinom malih i srednjih poduzeća koja postoje u Republici Hrvatskoj, u Gradu Zagrebu i okolici. Internet današnjem modernom dobu predstavlja sredstvo bez kojeg ljudi ne mogu zamisliti život. Kako je prisutan u skoro svim kućanstvima, tako je prisutan i u poslovanju svih poduzeća. Iz online ankete putem koje je provedeno istraživanje, nastojalo se doći do informacija koji su čimbenici kupcima bitni kod kupnje putem interneta kako bi zadovoljili svoja očekivanja internet poslovanjem i stvara li se na taj način povjerenje i zadovoljstvo s njihove strane. Istraženo je koliko često posjećuju internet stranice, što kupuju, što ih je potaknulo na kupnju, ocjena zadovoljstva brzinom dostave, dostupnosti službe za korisnike, raznim oblicima plaćanja, sigurnošću internet stranica te koliko su zadovoljni odnosom cijene i kvalitete proizvoda ili usluge. Nastojalo se saznati vjeruju li potrošači internet trgovinama koje posjeduju fizičku trgovinu, jesu li zadovoljni asortimanom proizvoda i u konačnici kojom ocjenom ocjenjuju zadovoljstvo internetskim trgovinama za kupnju.

Abstract (english)

Nowadays, the increasing use of the Internet has resulted in an example in all areas, as well as in the business of small and medium-sized enterprises, due to the rapid use and improvement of customer satisfaction.Masters thesis presents the characteristics of online stores where the historical determinants of online business in the Republic of Croatia and the world have been published, and online commerce can be lacking and it can open the way of advertising on the internet. Mentions are surely safe in an online store, it paid and were essential to make an online store successful. Customer satisfaction is an important segment in the business of each company because a satisfied and loyal customer is essential for the successful business of the company. In this context, the relationship between customer satisfaction and value as well as the reasons for measuring customer satisfaction are explained. Mentioned are the approaches to measuring satisfaction, customer satisfaction theory and disclosure are the types of customer, the use of behaviors and methods used by businesses to attract customers to make purchases. Within the masters thesis was proven a survey of customer satisfaction with online commerce of small and medium-sized enterprises known in the Republic of Croatia, in the city of Zagreb and its surroundings. The internet today is a tool without which people cannot imagine life. As it is presents in almost all households, it is also presents in the business of all enterprises. The online survey that conducted the survey sought to find out what factors are important to customers when buying online in order to meet their expectations of the internet store and how this creates trust and loyalty on their part. It explored how often they visited websites, what they buy, what drove them to buy, how satisfied they are with their delivery speed, availability of customer service, various forms of payment, website security, and how satisfied they are with the price and quality of the products or services. Efforts have been made to find out whether customers trust online stores that own a physical store, whether they are satisfied with the products range, and whether they will ultimately rate their satisfaction with online shopping stores.

• Keywords: internet trgovina; mala i srednja poduzeća; zadovoljstvo kupaca; istraživanje zadovoljstva; online upitnik
• Keywords (english): e-commerce; SMEs; customer satisfaction; satisfaction research; online questionnaire
• Language: croatian
• URN:NBN: urn:nbn:hr:148:119084
• Study programme: Title: Economics of Entrepreneurship; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni specijalist/specijalistica poduzetništva (stručni specijalist/specijalistica poduzetništva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-07-07 13:37:08