Ispitivanje zadovoljstva korisnika online platformi za dostavljanje hrane na području grada Zagreba

master's thesis

• Title (english): Customer satisfaction with online food delivery platforms in Zagreb
• Author: Ivana Nikić
• Mentor: Miroslav Mandić (mentor)
• Committee member: Vatroslav Škare (predsjednik povjerenstva)
• Committee member: Mirko Palić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Online platforme za dostavu hrane rapidno mijenjaju uobičajeno poslovanje maloprodaje hrane. Postale su vrlo popularan način pribavljanja hrane koji se stalno razvija i bilježi veliki porast u nazad par godina, pogotovo tijekom pandemije COVID-19. Naručivanje hrane i ostalih potrepština sve je popularnije zbog svoje praktičnosti, brzine, efikasnosti, mobilnosti te sigurnosti i dostupnosti nabave hrane u bilo koje doba dana.

Kriza i pandemija COVID-19 pogodile su svjetsko gospodarstvo, odnosno gotovo sve industrije što je znatno utjecalo na ponašanje poslovnih subjekata i ljudi koji su preko noći morali promijeniti svoje životne navike i prilagoditi se novonastaloj situaciji. Kao odgovor na širenje virusa mnoga uslužna poduzeća, a među njima i restorani bili su prisiljeni zatvoriti vrata i prilagoditi svoj model poslovanja. Svoje usluge počeli su prvenstveno nuditi kroz mobilnu tehnologiju odnosno aplikacije putem kojih se prvo narudžbe izvrše, a nakon toga dostavljaju na adresu korisnika. Korisnicima je takav način suradnje olakšao pristup jelima, a restoranima omogućilo nastavak poslovanja.

Cilj ovog diplomskog rada bilo je primarno istražiti zadovoljstvo korisnika online platformi za dostavljanje hrane na području grada Zagreba. Istraživanje je provedeno kvantitativnom metodom, dok se u ispitivanju zadovoljstva koristio anketni upitnik koji je distribuiran namjenom prigodnom uzorku putem Interneta. Anketni upitnik ispunilo je 149 ljudi koji su pridonijeli radu te su pomogli prikupiti povratne informacije o zadovoljstvu korisnika online platformama za dostavljanje hrane na području grada Zagreba. Većina ispitanika iskazala je zadovoljstvo korištenjem online platformi za dostavljanje hrane, njihovom funkcionalnošću, ponudom i benefitima. Ipak, s obzirom da je ovaj koncept relativno nov na našim prostorima, važno je nastaviti težiti poboljšanju zadovoljstva korisnika i daljnjem unaprjeđenju ove usluge u svrhu zadržavanja postojećih i privlačenju novih korisnika ovih usluga.

Abstract (english)

Online food delivery platforms are rapidly changing the usual food retail business. They have become a very popular way of ordering food that is constantly evolving and has seen a big increase in the past couple of years, especially during the COVID-19 pandemic. Ordering food and other necessities become increasingly popular due to its convenience, speed, efficiency, mobility, safety and availability of food procurement at any time of the day.

The crisis and the COVID-19 pandemic hit the world economy, whose consequences felt among almost all industries, which significantly affected the behavior of businesses and people who had to change their life habits overnight and adapt to the new situation. In response to the spread of the virus, many service businesses, including restaurants, have been forced to close their doors and/or adjust their business model. They started to offer their services primarily through mobile technology, ie applications through which orders are first executed, and then delivered to the user's address. This way of cooperation made it easier for the users to continue to have access to prepared food and enabled the restaurants to continue their business.

The aim of this thesis is primarily to explore the satisfaction of users of online food delivery in the city of Zagreb. The research was conducted by the quantitative method, while in the satisfaction survey a survey questionnaire was used, which was distributed for the purpose of a suitable sample via Internet. The survey questionnaire was completed by 149 people whose feedback contributed to the understanding of user satisfaction with online food delivery platforms. Most respondents expressed satisfaction with the use of online food delivery platforms, their functionality, offers and benefits. However, given that this concept is relatively new in our area, it is important to continue improving online delivery platform functionalities and customer satisfaction in order to retain existing and attract new users of these services.

• Keywords: zadovoljstvo korisnika; online platforme; dostava hrane; pandemija COVID-19; grad Zagreb
• Keywords (english): customer satisfaction; online platforms; food delivery; pandemic COVID-19; city of Zagreb
• Language: croatian
• URN:NBN: urn:nbn:hr:148:754052
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and 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: 2021-10-01 07:17:31