Vpliv zaznanih koristi Vzajemna kluba na zadovoljstvo in zvestobo uporabnikov Vzajemne

magistrsko delo

Tomaž Bojnec (Author), Matjaž Iršič (Mentor)

Abstract

Vsaka gospodarska organizacija se mora v današnjih globalnih in konkurenčnih razmerah usmeriti k svojim uporabnikom. Zadovoljevanje njihovih potreb in pridobivanje njihove zvestobe sta cilja, s katerima organizacije pridobijo več, kot da bi iskale nove uporabnike. V magistrski nalogi smo proučevali vpliv zaznanih koristi Vzajemna kluba na zadovoljstvo in zvestobo uporabnikov Vzajemne zdravstvene zavarovalnice, d.v.z. Vzajemna klub je bil ustanovljen leta 2011 kot oblika programa zvestobe za uporabnike storitev Vzajemne zdravstvene zavarovalnice, d.v.z. Ker je bil dobro sprejet, je prinašal koristi tako uporabnikom (športne aktivnosti, razne informacije s področja zdravja in zdravega načina življenja, popusti idr.) kot tudi Vzajemni zdravstveni zavarovalnici, d.v.z. (gradnja pozitivne podobe v javnosti, nove prodajne poti, sodelovanje z lokalnimi deležniki idr.). Najprej smo preučili teoretična izhodišča in po pregledu literature ugotovili, da je zadovoljstvo uporabnikov odvisno od pričakovanj pred uporabo, zaznavami med uporabo ter izkušnjami po uporabi. Od tega je odvisno nadaljnje nakupno odločanje. Velik vpliv na zadovoljstvo uporabnikov imajo zaposleni v organizaciji. Zvestoba je eden izmed najpomembnejših kazalnikov uspešnega poslovanja organizacij. Obstaja več vrst zvestobe, pri čemer je pomembno, da organizacije ne nagrajujejo vseh uporabnikov enako, ampak je nagrajevanje odvisno od zvestobe in dobička, ki ga prinašajo organizaciji. Klubi zvestobe spadajo med programe zvestobe, ki jih organizacije oblikujejo z namenom večje finančne učinkovitosti ali s krepitvijo svoje konkurenčne pozicije. Uporabniki ponavadi sodelujejo v njih zaradi različnih koristi, ki so jih deležni. V empiričnem delu smo skušali dokazati povezanost zadovoljstva in zvestobe uporabnikov z zaznanimi koristmi Vzajemna kluba s pomočjo štirih hipotez. Ugotovili smo, da koristi Vzajemna kluba pozitivno vplivajo na zadovoljstvo in zvestobo uporabnikov Ugotovili smo še, da višje so zaznane koristi, višji sta zadovoljstvo in zvestoba uporabnikov. Prav tako obstaja pozitivna povezava med zadovoljstvom in zvestobo, saj se z višanjem zadovoljstva uporabnikov povečuje tudi njihova zvestoba. Raziskava ponuja nova spoznanja o koristih Vzajemna kluba, o povezanosti z zadovoljstvom in zvestobo ter ponuja izhodišča za nova raziskovanja.

Keywords

zadovoljstvo uporabnikov;zvestoba;klubi zvestobe;zavarovalnice;zdravstveno zavarovanje;

Data

Language:	Slovenian
Year of publishing:	2020
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	T. Bojnec
UDC:	658.89
COBISS:	50170627
Views:	303
Downloads:	42
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	ǂThe ǂinfluence of the perceived benefits of the Vzajemna Club on the satisfaction and loyalty of users of Vzajemna Health Insurance Company
Secondary abstract:	In a global and competitive environment, every business organization should focus on its customers. Meeting the customers’ needs and gaining their loyalty is their goal because the profitability of a company is higher than finding new customers. In the master's thesis, we examined the impact of the perceived benefits of the Vzajemna Club on the satisfaction and loyalty of the users of the Vzajemna Health Insurance Company, d.v.z. The Vzajemna Club was established in 2011 as a form of loyalty programme for users of the Vzajemna Health Insurance Company, d.v.z. Being well received, it has benefited both users (sports activities, various health and lifestyle information, discounts, etc.) as well as the Vzajemna Health Insurance Company, d.v.z. (building a positive image in public, new sales channels, cooperation with local stakeholders, etc.). We first examined the theoretical basis and, after reviewing the literature, found that user satisfaction depends on expectations before use, perceptions during use and experience after use. This causes further purchasing decisions. Employees in the organization have a major influence on satisfaction. Loyalty is one of the most important indicators of successful business performance. There are several types of loyalty, and it is important that organizations do not reward all users equally, but the reward depends on the loyalty and profit they bring to the organization. Loyalty clubs belong among the loyalty programmes designed by organizations with an aim to increase financial efficiency or to strengthen their competitive position. Users typically participate in them for the various benefits they can receive. In the empirical part, we tried to prove the association between the satisfaction and loyalty of the users with the perceived benefits from the Vzajemna Club using the set four hypotheses. We found that benefits from the Vzajemna Club have a positive effect on user satisfaction and loyalty of customers and that the higher the perceived benefits, the higher the customer satisfaction and their loyalty. There is also a positive relationship between satisfaction and loyalty: as customer satisfaction increases so does their loyalty. The research provides new insights into the benefits of the Vzajemna Club, its relationship with satisfaction and loyalty, and provides a starting point for research in the future.
Secondary keywords:	customer satisfaction;customer loyalty;loyalty clubs;Vzajemna Mutual Health Insurance Company;d.v.z.;Vzajemna club;
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	III, 80 str., 3 str. pril.
ID:	12087410