magistrsko delo
Juš Kunc (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

Storitve vedno bolj pridobivajo na pomenu, predvsem v razvitih državah, kjer predstavljajo največji delež bruto družbenega proizvoda. Ob današnjem hitrem tempu življenja, stresnih situacijah, hitri prehrani se mora človek zavedati tudi pomena zdravja. Wellness kot filozofija nas uči, da je vsak posameznik sam odgovoren za svoje zdravje. Wellness storitve so namenjene človekovi telesni in duševni sprostitvi ter skrbi za njegovo zdravje in lepoto. Magistrska naloga je razdeljena na dva dela, in sicer teoretičnega in empiričnega. V prvem delu so predstavljeni koncepti: marketinga storitev, kakovosti, zvestobe in wellnessa. Konec teoretičnega dela zaznamuje predstavitev izbranih wellness centrov v Sloveniji. V empiričnem delu smo izvedli raziskavo merjenja kakovosti storitev v treh wellness centrih v Sloveniji. Primarne podatke smo pridobili s strukturiranim vprašalnikom po merilni lestvici SERVQUAL, s katerim smo na 5-stopenjski Likertovi lestvici merili pričakovano in zaznano kakovost. Dodatno smo še s tremi vprašanji merili zvestobo uporabnikov. V magistrskem delu nas je zanimalo predvsem, kakšna pričakovanja glede kakovosti imajo uporabniki wellness storitev in kakšna je njihova zaznana kakovost v izbranih wellness centrih. Nadaljnje nas je zanimalo, ali zaznana kakovost vpliva tudi na zvestobo uporabnika. Raziskava je pokazala, da imajo uporabniki zelo visoka pričakovanja glede kakovosti wellness storitev, vendar je tudi njihova zaznana kakovost pri vseh treh ponudnikih v Sloveniji relativno visoka. Slednje pomeni, da lahko vse tri wellness centre označimo kot kakovostne, vendar pa smo ugotovili statistično značilne razlike med pričakovano in zaznano kakovostjo, kar pomeni, da je še dovolj prostora za izboljšavo pri vseh treh ponudnikih. S faktorsko analizo smo pri zaznani kakovosti identificirali tri dejavnike kakovosti, raziskava pa je tudi pokazala, da zaznana kakovost statistično značilno pozitivno vpliva na zvestobo. Slednje pomeni, da večja kot je zaznana kakovost, večja je je zvestoba. V raziskavi so bile ugotovljene tudi razlike, tako v zaznani kakovosti kot tudi pri zvestobi med posameznimi wellness centri. Naša raziskava nudi vpogled v koncept merjenja kakovosti storitev in njenega vpliva na zvestobo. To je lahko dobra iniciativa za prihodnje raziskave na področju kakovosti storitev wellnessa v Sloveniji.

Keywords

marketing;storitve;marketing storitev;kakovost;zvestoba;wellness;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [J. Kunc]
UDC: 339.13:338.488(043.2)
COBISS: 13293340 Link will open in a new window
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Other data

Secondary language: English
Secondary title: Service quality measurement on case of wellness centers
Secondary abstract: Services are increasingly gaining in meaning, especially in the developed countries, where they represent the largest share of gross domestic product. With the fast pace of life of today, all the stressful situations, fast food, one has to be aware also of the importance of health. Wellness as a philosophy teaches us that every individual is responsible for his or her own health. Wellness services are designed for human physical and mental relaxation as well as for the care for their health and beauty. This master's thesis is divided into two parts: the theoretical and the empirical. The first part presents the concepts of: the marketing of services, quality, loyalty and wellness. The last part of the theoretical segment is marked by the presentation of selected wellness centres in Slovenia. In the empirical part, we carried out a survey of the evaluation of the quality of services in three wellness centres in Slovenia. The primary data was obtained through a structured questionnaire according to the SERVQUAL scale, with which we measured the expected and perceived quality on the 5-level Likert scale. Additionally, we also measured the customers' loyalty with the help of three more questions. In the master's thesis, we were primarily interested in the kind of quality expectations the users of wellness services have and their perceived quality in selected wellness centres. We were further interested in whether the perceived quality also affects the loyalty of the user. The survey revealed that users have very high expectations about the quality of wellness services, but their perceived quality is also relatively high among the three providers in Slovenia. The latter means that we can mark all three wellness centres as high in quality, however we have found statistically significant differences between the expected and the perceived quality, which means that there is still room for improvement in all three providers. Through the factor analysis, we have identified three quality factors at the perceived quality, and the survey showed also that the perceived quality statistically typically influences loyalty in a positive manner. The latter means that the greater the perceived quality, the greater is the fidelity. The study also found differences in both the perceived quality as well as the loyalty among individual wellness centres. Our research provides an insight into the concept of measuring service quality and its impact on loyalty. This can be a good initiative for further research on the quality of wellness services in Slovenia.
Secondary keywords: Marketing services;quality;loyalty;wellness.;
URN: URN:SI:UM:
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 92 str.
ID: 11004368