Istraživanje uloge programa lojalnosti u stvaranju zadovoljstva i lojalnosti kupaca maloprodajnih lanaca u Republici Hrvatskoj

master's thesis

• Title (english): Researching the role of loyalty program in creating satisfaction and loyalty amongst buyers in Croatia
• Author: Patricia Jelušić
• Mentor: Miroslav Mandić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-07-12, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Konkurencija na tržištu maloprodaje je u današnje vrijeme izrazito velika te je sve teže zadovoljiti potrebe kupaca i stvoriti lojalnost. Lojalni i zadovoljni kupci kupuju češće i više, stoga u fokus maloprodajnih lanaca dolazi izgradnja odnosa s kupcima. Marketinški alat koji se sve češće koristi za izgradnju takvog odnosa su programi lojalnosti koji stimuliraju kupce da kupuju upravo u njihovom maloprodajnom lancu i nagrađuju njihovu vjernost popustima, pogodnostima, posebnim tretmanom i slično. Lojalni i zadovoljni kupci koji koriste programe lojalnosti su izrazito vrijedni maloprodajnim lancima pa je provedeno istraživanje kako bi se utvrdio učinak programa lojalnosti na kupce maloprodajnih lanaca u Republici Hrvatskoj. Za istraživanje je korišten anketni upitnik i namjerni prigodni uzorak. Cilj diplomskog rada bio je istražiti ulogu programa lojalnosti kod stvaranja zadovoljstva i lojalnosti kupaca maloprodajnih lanaca u Republici Hrvatskoj. Rezultati istraživanja potvrđuju da programi lojalnosti imaju pozitivan učinak na stvaranje zadovoljstva i lojalnosti kod kupaca. Kupci češće posjećuju maloprodajni lanac u kojemu imaju program lojalnosti, većinu svojih kupnji obavljaju u odabranom maloprodajnom lancu te će u budućnosti ponoviti
posjet maloprodajnom lancu čiju karticu lojalnosti posjeduju. Kupci preporučuju maloprodajni lanac svojim bližnjima i govore pozitivno o njemu, osjećaju se dobro kad kupuju i navode da maloprodajni lanac ispunjava njihova očekivanja. Kupci su zadovoljni popustima i uštedama koje ostvare kroz programe lojalnosti i smatraju da zbog članstva u programu lojalnosti kupuju povoljnije. Može se predložiti provođenje više istraživanja na ovu temu jer svakim danom sve više maloprodajnih lanaca implementira programe lojalnosti u svoje poslovanje u korist i maloprodajnih lanaca i kupaca koji te programe koriste.

Abstract (english)

The competition on the retail market nowadays is intensive and it is getting harder for the retailers to satisfy the customers needs and to create loyalty. Loyal and satisfied buyers tend to buy more and more often, so the retailers put the relationship between them and the buyer in focus. The marketing tool that is being more and more used is the loyalty programme. Loyalty programme stimulate the buyers to buy in their shop and in return they award loyalty with discounts, benefits, special tretman and similar. Loyal and satsified buyers who use loyalty programmes are valuable to the retailers in Croatia so the autor examinated the effect of loyalty programmes amongst buyers in retails in Croatia. A questionnaire and a deliberate sample were used for the research. The questionnaire was designed through the platform Google Forms and
the size of the sample was 220. The goal of the research was to determinate the role of loyalty program in creating satisfaction and loyalty amongst buyers in Croatia.The results of the research indicate that loyalty programmes have a positive effect on creating loyalty and satisfaction amongst buyers. Buyers tend to shop in a retail chain where they either are a member of the loyalty programme or they simply own their loyalty card. They also agreed that they will visit the store again in the future. The results suggest that loyalty programmes have a positive effect on satisfaction to. Buyersrecommend the retail chain to their family and friends, they talk positively about the retail chain and they agreed that the retail chain meets their expectations. Buyers are satisfied with discounts and savings they make thanks to the loyalty programme
membership and they say the loyatly programme enables them to buy cheaper. It can be suggested that more research
be conducted on the subject to examine the benefits of loyatly programmes because there has been a significant increase in the implementation of these programmes in retail in Croatia.

• Keywords: istraživanje programa lojalnosti; učinak programa lojalnosti; maloprodajni lanci; programi lojalnosti; zadovoljstvo; lojalnost
• Keywords (english): research of loyalty programme; effect of loyalty programme; retail chains; loyalty programme; satisfaction; loyalty
• Language: croatian
• URN:NBN: urn:nbn:hr:148:311687
• 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: 2022-07-12 11:17:40