diplomsko delo
Manja Novak (Author), Klement Podnar (Mentor)

Abstract

Z diplomskim delom želimo raziskati zaznavo družbene odgovornosti s strani potrošnikov na primeru bank v Sloveniji in preveriti, kako ta vpliva na lojalnost potrošnikov. Banke se vse bolj ukvarjajo s strategijami družbene odgovornosti in trajnostnim razvojem, prav tako pa so potrošniki vse bolj dovzetni za zaznavo družbeno odgovornih aktivnosti podjetij. V vzorec raziskave so bili vključeni 203-je udeleženci, ki so prek spletnega anketnega vprašalnika podali svojo zaznavo družbene odgovornosti za izbrano banko in odgovorili na vprašanja o zadovoljstvu, lojalnosti in stroških menjave izbrane banke. Raziskave si glede vpliva zaznane družbene odgovornosti na lojalnost niso popolnoma enotne, več pa jih kot mediacijsko spremenljivko med pojmoma navaja zadovoljstvo, ki posredno vpliva na lojalnost potrošnikov. Ker pa je za bančno industrijo značilen dolgoročen odnos med znamko oz. banko in porabnikom, smo za dodatno preverjanje lojalnosti v model poleg zadovoljstva vključili še kontrolno spremenljivko lojalnosti. Rezultati naše raziskave so pokazali, da zaznana družbena odgovornost zmerno vpliva na zadovoljstvo, medtem ko zadovoljstvo močno vpliva na lojalnost. Prav tako smo ugotovili, da ima zadovoljstvo mediacijski vpliv med raziskovanima spremenljivkama zaznane družbene odgovornosti in lojalnostjo. Razumevanje pomena zaznane družbene odgovornosti je pomembno pri oblikovanju komunikacijsko-marketinških strategij, saj dolgoročno vpliva na boljši odnos s porabniki in povečuje konkurenčno prednost.

Keywords

zaznana družbena odgovornost podjetja;zadovoljstvo;bančništvo;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [M. Novak]
UDC: 366(043.2)
COBISS: 123831299 Link will open in a new window
Views: 22
Downloads: 6
Average score: 0 (0 votes)
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Other data

Secondary language: English
Secondary title: Consumer's corporate social responsibility perception and its impact on loyalty in the case of Slovenian banks
Secondary abstract: By the bachelor's thesis, we wished to research the perception of corporate social responsibility of consumers in the case of banks in Slovenia and check how this affects consumers' loyalty. Banks are increasingly engaging with social responsibility strategies and sustainable development, and consumers are more and more receptive to the perception of socially responsible activities of companies. 203 participants were included in the research, who provided information via an online questionnaire about their perception of social responsibility for the selected bank and answered questions about satisfaction, loyalty and costs of changing the chosen bank. Previous researchers are not completely uniform about the perceived impact of social responsibilities on loyalty, but more of them are stating that the mediating variable between the two concepts is satisfaction, which indirectly affects the loyalty of consumers. However, since the banking industry is known for a long-term relationship between the brand or the bank and consumers, in order to additionally analyse loyalty, we have included switching costs in our research model as a control variable. The results of our research showed that perceived social responsibility has a moderate effect on satisfaction, while satisfaction has a strong effect on loyalty. We also found that satisfaction has a mediating influence between variables of perceived social responsibility and loyalty. Understanding the meaning of perceived social responsibility is important in forming communication and marketing strategy, as it has a long-term effect on a better relationship with consumers and enables a competitive advantage in the long run.
Secondary keywords: corporate social responsibility perception;satisfaction;banking;Vedenje potrošnikov;Družbena odgovornost podjetij;Tržno komuniciranje;Lojalnost;Univerzitetna in visokošolska dela;
Type (COBISS): Bachelor thesis/paper
Study programme: 0
Thesis comment: Univ. v Ljubljani, Fak. za družbene vede
Pages: 59 str.
ID: 16551385