magistrsko delo
Jan Rihtarič (Author), Matjaž Iršič (Mentor)

Abstract

Magistrsko delo v teoretičnem delu predstavlja pregled izbranih področij s trženja. Po uvodni opredelitvi temeljnih konceptov, povezanih s trženjem končnim odjemalcem, se osredotočimo na trženjski spleti. Obvladovanje vseh elementov trženjskega spleta je ključnega pomena za zadovoljne, zveste in pripadajoče odjemalce, ki posledično vplivajo na (ne)uspešnost organizacij. Za doseganje odjemalcev je pomembno dvoje: a) učinkovito – večkanalno – trženjsko komuniciranje in b) ustrezno zasnovane trženjske poti. Kako zasnovati oboje in kakšne tipe oglaševanja končnim uporabnikom poznamo, predstavljamo v nadaljevanju pregleda literature. Teoretični del zaključujemo s predstavitvijo temeljnih konceptov, povezanih z odjemalci, to je z zadovoljstvom in zvestobo odjemalcev. Zadovoljstvo odjemalcev je predpogoj za zvestobo, ki se manifestira skozi ponovne nakupe, vračanje v naše poslovalnice, priporočila in pripadnost blagovni znamki taiste organizacije. Magistrsko delo predstavi prednosti zadovoljnih in zvestih odjemalcev ter vzvode, preko katerih koncepta vplivata na uspešnost organizacije. Pri tem izpostavimo pomen pripadnosti organizaciji ali blagovni znamki. V aplikativnem delu magistrske naloge predstavimo pristope oz. načine ugotavljanja zadovoljstva in zvestobe odjemalcev. Sledi oris povezav med konceptoma in uspešnostjo organizacij. Kvantitativno raziskavo izvedemo na podjetjih Zootic in Mr. Pet. Ugotavljamo zadovoljstvo in zvestobo odjemalcev obravnavanih podjetij in z uporabo statističnih analiz preverjamo odjemalci katerega podjetja so bolj zadovoljni in zvestejši.

Keywords

trženje;odjemalci;kupci;zadovoljstvo;zvestoba;uspešnost poslovanja;primerjalna analiza;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [J. Rihtarič]
UDC: 658.89
COBISS: 13461788 Link will open in a new window
Views: 622
Downloads: 89
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Other data

Secondary language: English
Secondary title: ǂThe ǂanalysis of mutual effect of consumer satisfaction and loyalty on business performance
Secondary abstract: Theoretical background of the master's thesis introduces a variety of topics related to marketing. At first we define the core concepts linked to B2C-marketing and focus on marketing mix. Managing its elements is of key importance for satisfied and loyal consumers that, subsequently, impact organizational performance. To reach consumers, an organization has to: a) effectively – with the use of an omnichannel strategy – control marketing communications and b) design marketing pathways accordingly. Further, we discuss how to design and manage both, and which types of advertising to end-users a marketing society is familiar with. Literature review concludes with an introduction of consumers-related concepts, namely satisfaction and loyalty. Consumer satisfaction is a pre-requisite for a loyalty which manifests through repetition of purchasing, return visits, recommendations, and belonging to a particular brand or an organization. Next, the master's thesis investigates the benefits of satisfied and loyal consumers and their relation to the organizational performance. Also, we note the importance of consumers belonging to a specific organization or brand. The research part is comprised of the following chapters. First, we introduce means and approach to examining consumer satisfaction and loyalty. Next, we depict the relations between those two concepts and organizational performance. Third, we carry out a quantitative analysis on companies Zootic and Mr. Pet. By doing so, we try to measure consumer satisfaction and loyalty for Zootic and Mr. Pet, respectively. Ultimately, relying on statistical methods, we identify the company whose consumers are more satisfied and loyal.
Secondary keywords: satisfaction;loyalty;consumers;ANOVA;performance;organization;
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 55 str.
ID: 11219981