Uloga mobilnih aplikacija temeljenih na lokaciji u maloprodaji

master's thesis

• Title (english): The role of mobile location based applications in retail
• Author: Margareta Vukmirović
• Mentor: Kristina Petljak (mentor); MBZ: 303282
• Committee member: Kristina Petljak (predsjednik povjerenstva)
• Committee member: Ivana Štulec (član povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2020-09-04, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; International Economics

Abstract

Sveprisutna tehnologija u maloprodaji ima veliki utjecaj na budućnost poslovanja, te se smatra značajnom prekretnicom u trgovini i vodećim trendom u maloprodajnom poslovanju. Sve veći broj ljudi služi se mobilnim uređajima odnosno „pametnim“ telefonima. Danas većina ljudi posjeduje neku vrstu mobilnog uređaja. Korisnici „pametnih“ mobilnih uređaja imaju mogućnost korištenja mobilnih aplikacija. Mobilna tehnologija je svojim mogućnostima iz temelja promijenila ponašanje potrošača ali i način na koji potrošači danas kupuju. Kako bi pridobili potrošače, maloprodavači se koriste raznim maloprodajnim strategijama, a sve se više pri kreiranju novih usluga oslanjaju na tehnološke inovacije. Primjer takvih tehnoloških inovacija su samoposlužne tehnologije. U današnjici se kod planiranja povećanja kvalitete usluge, sve više koriste usluge bazirane na lokaciji, ali i radi smanjenja troškova poslovanja. Pojam lokacijski baziranih usluga pokriva veliko područje koje obuhvaća mnoge sadržaje kao što su informacijske usluge, praćenje djece i nemoćnih osoba, navigacija i orijentacija, pozivi u pomoć, naplaćivanje usluga ovisno o trenutnom položaju, povećana sigurnost pretplatnika, poboljšanje performansi mobilne mreže, promocija, upravljanje, inteligentni transportni sustavi. Lokacijski servisi imaju bitnu ulogu u mobilnom marketingu zbog preciznosti prikazivanja oglasa s obzirom na lokaciju korisnika. Mobilne aplikacije su novi trend u poslovnome svijetu koji će se konstantno razvijati. Društvene mreže i mobilne aplikacije imaju važnu ulogu u mobilnom marketingu koji ima veliki utjecaj na unaprjeđenje poslovanja kao i na povećanje prihoda te time postaje najmoćnijim alatom za stvaranje marketinške strategije poduzeća. Rezultati istraživanja provedenog za potrebe ovog rada upućuju na to da se potrošači uvelike koriste mobilnom tehnologijom u maloprodaji u vidu online kupnje, pri tome koristeći u većoj mjeri internet stranice prodavaonica nego mobilne aplikacije. Dosta ispitanika nikada ne koristi geolokacijske usluge, razlog tome može biti ili ne poznavanje istih ili nezainteresiranost za takve vrste usluga. Može se zaključiti da su mobilne aplikacije u maloprodaji u velikoj mjeri prisutne u navikama potrošača, ali ima još puno mjesta za napredak.

Abstract (english)

Ubiquitous technology in retail is greatly changing the future of business, and is considered a major milestone in trade and a leading trend in retail business. An increasing number of people use mobile devices or "smart" phones. Today, almost every person owns some kind of mobile device. Users of "smart" mobile devices have the opportunity to use mobile applications. With its capabilities, mobile technology has fundamentally changed consumer behavior but also the way consumers buy today. Retailers use various retail strategies in the fight for consumers, and they are increasingly relying on technological innovations when creating new services. An example of such technological innovations are self-service technologies. Nowadays, location-based services are increasingly used in planning to increase the quality of service, and significantly to reduce operating costs. The term location-based service covers a large area that includes many facilities such as navigation and orientation, information services, tracking children and the disabled, increased subscriber safety, calls for help, promotion, billing depending on the current location, intelligent transport systems, management , improving mobile network performance. Location services play an important role in mobile marketing because of the accuracy of ad serving with respect to a user's location. A new trend in the business world that will be constantly evolving are mobile applications. Mobile applications and social networks play an important role in mobile marketing. Mobile marketing has a strong impact on improving business and increasing revenue, and in this regard it is becoming the most powerful tool for building a company's marketing strategy. The results of research conducted for the purposes of this work, suggest that consumers make extensive use of mobile technology in retail in the form of online shopping, using store websites to a greater extent than mobile applications. Many respondents never use geolocation services and the reason may be either not knowing them or lack of interest in such types of services. It can be concluded that mobile applications in retail are largely present in consumer habits, but there is still a lot of space for improvement.

• Keywords: tehnologija; maloprodaja; potrošači; mobilni uređaj; mobilne aplikacije; lokacijski bazirane usluge; mobilni marketing
• Keywords (english): technology; retail; consumers; mobile device; mobile applications; location based services; mobile marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:148:516841
• Study programme: Title: 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: 2020-09-08 11:20:31