Utjecaj programa lojalnosti na odabir prodavaonice

master's thesis

• Title (english): Impact of loyalty programs on store selection
• Author: Nikolina Previšić
• Mentor: Ivana Štulec (mentor)
• Committee member: Dora Naletina (predsjednik povjerenstva)
• Committee member: Marija Jurčević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2022-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Kod većine poslovnih organizacija koje žele opstati na konkurentnom tržištu može se zaključiti
da teže ostvarenju lojalnosti potrošača. Bitno je istaknuti da što su kupci lojalniji to se
ostvaruje veća dobit, a navedeno se ujedno odnosi na sposobnost zadržavanja profitabilnih
kupaca. Slijedom navedenog, lojalni kupci trošiti će više u prodavaonicama kojima su lojalni
te koje nagrađuju njihovu lojalnost i vraćati će se po dodatne proizvode. Razni su programi
lojalnosti kojim se želi zadržati kupca jer je konkurencija velika i potrošači biraju prodavaonice
koje će u najvećoj mjeri nagraditi njihovu lojalnost. Cilj programa lojalnosti je kupcima
omogućiti dodatnu vrijednost. Neki od primjera nagrađivanja su posebne cijene za korisnika
kartice, dodatni popust ili poklon za rođendan, poklon za rođenje dijeteta te razne nagradne
igre. Više ne postoje samo kartice lojalnosti u fizičkom obliku već i u digitalnom obliku preko
mobilnih aplikacija. Isto tako u skladu sa razvojem digitalizacije, osmišljena je mobilna
aplikacija na koju se skeniraju kartice tako da se na jednom mjestu nalaze sve kartice i nije
potrebno imati karticu u fizičkom obliku. Iz tih razloga je ova tema važna i aktualna jer danas
svjedočimo sve većoj rasprostranjenosti kartica lojalnosti koje se više nisu rezervirane samo
za maloprodavaonice prehrambenih proizvoda već i na prodavaonice odjećom i obućom,
namještajom, kozmetikom, benzinske crpke i restorane. Cilj ovog rada je analiza utjecaja
kartica lojalnosti na odabir poslovnice odnosno koliko kartice lojalnosti utječu na odluke
potrošača na kupovinu u određenim prodavaonicama.

Abstract (english)

Most business organisations that want to survive in a competitive market can conclude that
they seek to achieve consumer loyalty It is important to point out that the more loyal
customers are, the higher the profits are made, and the above also refers to the ability to
retain profitable customers. Consequently, loyal customers will spend more in stores to which
they are loyal and that reward their loyalty and will return for additional products. There are
various loyalty programs aimed at keeping the customer because the competition is great and
consumers choose stores that will reward their loyalty to the greatest extent. The goal of the
loyalty program is to provide customers with added value. Some examples of rewards are
special prices for the card user, an additional discount or birthday present, a gift for the birth
of a child and various sweepstakes. There are no longer only loyalty cards in physical form,
but also in digital form through mobile applications.Also in line with the development of
digitalization, a mobile application has been designed to which the cards are scanned so that
all the cards are located in one place and it is not necessary to have a card in physical form.
For these reasons, this topic is important and topical because today we are witnessing an
increasing distribution of loyalty cards that are no longer reserved only for small-selling food
products, but also on clothing and footwear stores, furniture, cosmetics, gas stations and
restaurants. The aim of this paper is to analyse the impact of loyalty cards on the selection of
branches or how much loyalty cards influence consumers' decisions on purchases in certain
stores.

• Keywords: potrošači; zadovoljstvo; program vjernosti; kartica lojalnosti
• Keywords (english): consumer; satisfaction; loyalty program; loyalty card
• Language: croatian
• URN:NBN: urn:nbn:hr:148:250768
• 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: 2022-09-29 10:44:25