Učinak društveno odgovornog ponašanja trgovinske organizacije na lojalnost kupaca

master's thesis

• Title (english): The effect of social responsible behavior of the organization on customer loyalty in retail
• Author: Matea Makelja
• Mentor: Dario Dunković (mentor)
• Committee member: Nikola Knego (predsjednik povjerenstva)
• Committee member: Kristina Petljak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2020-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Praksa društveno odgovornog poslovanja (DOP) sve je prihvaćenija poslovna praksa u svijetu i u Hrvatskoj. Iako se može činiti da je DOP praksa novi pojam, koncept je već dobro poznat u literaturi. Postoje već brojna istraživanja u kojoj akademici dovode u korelaciju DOP s uspješnošću organizacije u dugom roku. U ovom radu istražuje se stav kupaca prema trgovinama koje posluju društveno odgovorno. Istražuje se kako percipiraju određene dimenzije DOP, te utječe li to na stvaranje lojalnosti. Implementacijom DOP aktivnosti trgovinska organizacija obećava brigu po okolišu, zaposlenicima, humanitarnim akcijama i vodi brigu o zajednici u kojoj posluje.

Abstract (english)

Nowadays in the world and Croatia. A one can believe that CSR practice has been a newly added topic in today's practice, but CSR has a rich academic history. There are various articles where scholars put in correlation CSR variables with a firm’s profitability in the long term. This research was conducted to see if a customer’s perception of different CSR’ dimensions influences establishing loyalty between a firm and consumer. Implementing CSR activities into the company’s strategy, a company promises to take care of the environment, employees, philanthropic work, and taking care of the community.

• Keywords: društveno odgovorno poslovanje; lojalnost kupca; maloprodaja
• Keywords (english): corporate social responsibility; customer's loyalty; retail
• Language: croatian
• URN:NBN: urn:nbn:hr:148:214855
• 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: 2020-10-02 14:22:28