Uloga igrifikacije u zadovoljstvu i lojalnosti potrošača u Republici Hrvatskoj

master's thesis

• Title (english): The impact of gamification on customer loyalty and satisfaction in the Republic of Croatia
• Author: Zrinka Bikić
• Mentor: Miroslav Mandić (mentor); MBZ: 257553
• Committee member: Vatroslav Škare (predsjednik povjerenstva)
• Committee member: Sandra Horvat (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

S razvojem tehnologije u 21. stoljeću započeo je i razvoj i eksperimentiranje s novim načinima promocije proizvoda i usluga. Jedan od tih načina je i igrifikacija, odnosno korištenje elemenata igre u područjima i granama koje u svojoj osnovnoj djelatnosti nemaju za cilj biti zabavne ili poticati na angažman. Pojam je na području Republike Hrvatske relativno nov i neistražen stoga je cilj ovog rada analizirati osnovne pretpostavke zadovoljstva i lojalnosti potrošača te kako se isto može postići korištenjem igrifikacije u poslovanju. U svrhu rada također je proveden i anketni upitnik o uspješnosti igrifikacije na temelju kojih je donesen zaključak kako je potencijal igrifikacije na području Republike Hrvatske još uvijek nedovoljno iskorišten.

Abstract (english)

With the uprising of technology, 21st century is greatly marked with the development and experimenting in finding new ways of promoting goods and services. One of those ways is gamification, term that is used when using game elements in areas and branches which in their core business do not aim to be fun or including. The term is relatively new and unexplored in the Republic of Croatia, so the aim of this paper is to analyze main hyptothesis and assumptions in areas of customer satsifaction and loyalty, as well as using gamification in business in order to increase mentioned assumptions. For the purpose of this paper, there was also an online questionnaire about successful gamification aimed to make conclusions and further proposals for businesses.

• Keywords: igrifikacija; lojalnost; zadovoljstvo; potrošači; marketing; istraživanje; rezultati istraživanja
• Keywords (english): gamification; loyalty; satisfaction; customers; marketing; research; research results
• Language: croatian
• URN:NBN: urn:nbn:hr:148:310519
• 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 authenticated users
• Created on: 2021-10-02 16:02:36