mit ali resničnost?
Milena Prša (Author), Klement Podnar (Mentor)

Abstract

Magistrsko delo proučuje zvestobo slovenskih motoristov blagovnim znamkam motociklov. Zvesti potrošniki predstavljajo izjemno vrednost, tudi za proizvajalce motociklov: so vir prihodkov, glasniki tržne znamke in braniki podjetja. Podjetja želijo vedeti, kako zvesti so potrošniki, kateri dejavniki vplivajo na njihovo zvestobo blagovni znamki in kako jo lahko okrepijo. Cilj magistrskega dela je ugotoviti, ali so slovenski motoristi zvesti ter kako močno na zvestobo vplivata zadovoljstvo in identifikacija z blagovno znamko motocikla. V okviru empirične raziskave smo zasnovali vprašalnik za spletno anketiranje, izvedli eksploratorno faktorsko analizo podatkov in z linearno regresijsko analizo preverili veljavnost hipotez. Potrdili smo obe hipotezi. Prva pravi, da zadovoljstvo potrošnika z blagovno znamko motocikla pozitivno vpliva na njegovo zvestobo tej znamki. Z drugo hipotezo smo dokazali, da identifikacija potrošnika pozitivno vpliva na njegovo zvestobo tej znamki – tako na ravni posameznika kot skupine. Zadovoljstvo ima manjši vpliv na zvestobo potrošnika kot identifikacija na obeh ravneh. Odnosna identifikacija je imela močnejši vpliv na zvestobo potrošnika blagovni znamki od skupinske identifikacije. Rezultati so pokazali, da je zvestoba, ki smo jo merili tridimenzionalno, enodimenzionalen konstrukt. Z ozirom na teoretska izhodišča lahko slovenske potrošnike označimo za srednje zveste. Zvestoba blagovnim znamkam motociklov tako ni marketinški mit, temveč za nekatere slovenske motoriste ostaja dandanašnja resničnost. Na splošno pa je – sodeč po empiričnih rezultatih – bolj primerno, da slovenske motoriste namesto za zveste označimo za zadovoljne potrošnike motociklov izbranih blagovnih znamk, ki bi ob pravi spodbudi zamenjali blagovno znamko motocikla.

Keywords

zvestoba blagovni znamki;Blagovne znamke;Zadovoljstvo;Motoristi;Identifikacija;Magistrska dela;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [M. Prša]
UDC: 366:33(043.3)
COBISS: 36240989 Link will open in a new window
Views: 465
Downloads: 181
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Other data

Secondary language: English
Secondary title: Motorcycle Brand Loyalty: myth or reality?
Secondary abstract: The Master’s thesis studies motorcycle brand loyalty of Slovenian motorcyclists. Loyal consumers represent an exceptional value, also for motorcycle manufacturers: they are the source of income, the voice of the brand and main anchor of the company. Companies want to determine the loyalty of consumers, which factors influence their brand loyalty and how they can strengthen it. The goal of the Master’s thesis is to find out, if Slovenian motorcyclists are loyal and to which extent loyalty is influenced by satisfaction and identification with the motorcycle brand. Within the empirical research, we designed a questionnaire for online surveying, performed an exploratory factorial data analysis and verified the hypotheses with the linear regression analysis. We confirmed both hypotheses. The first states that motorcycle brand satisfaction of consumers positively affects their loyalty to this brand. With the second hypothesis, we proved that consumer identification positively affects their loyalty to this brand – at the individual and group level. At both levels, satisfaction has lower impact on consumer loyalty than identification. Individual identification had higher impact on consumer brand loyalty than group identification. The results showed that loyalty, which we have measured three-dimensionally, is a one-dimensional construct. With regard to theoretical backgrounds, Slovenian consumers can be characterised as medium loyal. Thus, motorcycle brand loyalty is not a marketing myth, but daily reality for some Slovenian motorcyclists. Generally speaking, – according to empirical results – it is more suitable to characterise Slovenian motorcyclists as rather satisfied than loyal consumers of motorcycles of selected brands, who would at the right encouragement switch to another motorcycle brand.
Secondary keywords: Trademarks;Satisfaction;Motorcyclists;Identification;Master's theses;
Type (COBISS): Master's thesis/paper
Study programme: 0
Embargo end date (OpenAIRE): 1970-01-01
Thesis comment: Univ. v Ljubljani, Fak. za družbene vede
Pages: 98 str.
ID: 11161615