Stvaranje lojalnosti kupaca u maloprodaji

master's thesis

• Title (english): Creating customer loyalty in retail
• Author: Julija Šunjić
• Mentor: Dario Dunković (mentor)
• Committee member: Ivan Kovač (predsjednik povjerenstva)
• Committee member: Mia Delić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2022-09-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Predmet ovog diplomskog rada je lojalnost kupaca u maloprodaji. Lojalnost kupca definira se kao njegova privrženost nekom trgovcu. U uvjetima snažne konkurencije kakva vlada u maloprodaji, svaki maloprodavač teži pronaći način kako zadržati postojeće kupce te privući nove. Budući da je za maloprodavača veći trošak privlačenje novih kupaca nego zadržavanje postojećih, u interesu svakog od njih je izgradnja dugoročnog odnosa s kupcima. Maloprodavači mjere stopu lojalnosti svojih kupaca i uvode marketinške strategije, kao što su programi lojalnosti, kako bi zadržali kupce u portfelju. Funkcioniranje marketinškog koncepta lojalnosti u maloprodaji omogućuje računalni sustav – CRM. Korištenjem CRM-a nastoji se bolje razumjeti ponašanje kupaca s ciljem zadržavanja postojećih kupaca i privlačenja novih te stvaranja lojalnosti. Jedan od načina stvaranja lojalnosti su programi lojalnosti koji imaju specifičan utjecaj na ponašanje kupaca jer ih nagrađuju financijski i emocionalno. Dosada su provedena brojna istraživanja o učinkovitosti programa lojalnosti, no nije postignut jasan konsenzus o njihovom utjecaju na lojalnost kupaca. Pomoću anketnog upitnika prikupljeni su podaci o stavovima kupaca koji otkrivaju što i u kojoj mjeri utječe na njihovu lojalnost prema određenoj maloprodajnoj marki.

Abstract (english)

This paper focuses on customer loyalty in retail. Customer loyalty is defined as the customer’s adherence to a particular retailer. Due to the ever-present strong competition in the field, every retailer strives to find a way to hold on to the existing customers while simultaneously attracting new ones. Since the cost of attracting new customers is higher than the cost of retaining the existing ones, it is in retailers’ best interest to build long-term relationships with their customers. Retailers measure their customers’ loyalty rate and introduce marketing strategies, such as loyalty programmes, to keep the customers within the portfolio. The functioning of the marketing concept of loyalty in retail is enabled by a software called CRM. The CRM’s goal is to gain a better understanding of the customers’ behaviour with the aim of retaining the existing customers and attracting new customers and building loyalty. One of the ways of creating loyalty are the loyalty programmes which have a specific impact on the customers’ behaviour because they are financially and emotionally rewarding. Extensive research has been conducted about the efficiency of the loyalty programme thus far, however, a clear consensus hasn’t been reached. A questionnaire was used to collect data on the customers’ attitudes to determine what influences their loyalty towards a retailer and how much it is influenced.

• Keywords: lojalnost kupaca; programi lojalnosti; upravljanje odnosima s kupcima
• Keywords (english): customer loyalty; loyalty programs; customer relationship management
• Language: croatian
• URN:NBN: urn:nbn:hr:148:167238
• 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: 2022-09-15 19:48:08